Overview
- Provides a holistic understanding of how visual aesthetics influence consumer behavior and sustainability perceptions
- Combines academic rigor with actionable strategies, making it valuable for scholars and practitioners
- Includes original empirical research that examines real eco-labels and their impact on consumer evaluations
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About this book
This book delves into the critical role of eco-labels as signals in a marketplace increasingly driven by consumer demand for sustainable products. It begins with an exploration of how eco-labels function within a tripartite system involving consumers, producers, and third-party certifiers, highlighting the challenges and opportunities in their creation, promotion, and validation.
Building on this foundation, the book examines the influence of visual aesthetics on consumer perceptions, drawing from aesthetic psychology and marketing literature to explore how design elements—such as visual and conceptual complexity, color, and text—affect consumer attitudes and trust.
The empirical core of the book evaluates real-world eco-labels, analyzing how their visual design impacts sustainability perceptions and label adoption. By synthesizing theoretical insights and empirical findings, the book offers practical recommendations for marketers, designers, and policymakers, aiming to improve eco-label effectiveness in fostering sustainable consumer behavior.
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Keywords
Table of contents (5 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the author
Carmela Donato is an Associate Professor of Marketing at the Department of Economics at the University of Roma Tre (Italy). She holds a Ph.D. in Business Economics and Administration from the University of Calabria and a Research Master (M-Phil) in Business Administration (Marketing Profile) from the University of Groningen (NL), where she also served as a Lecturer. Additionally, she has previously been an Assistant Professor at the University G. D'Annunzio of Chieti Pescara (Italy) and a Lecturer at LUISS University (Italy). Her research focuses on consumer behavior, with particular emphasis on sustainable choices in both fashion and food, as well as the role of negative emotions in shaping consumer preferences. She has published extensively in leading international journals, including Psychology & Marketing, Journal of Business Research, Journal of Consumer Behaviour, Journal of Retailing and Consumer Services, Journal of Services Marketing, and Recycling Conservation & Resources.
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Bibliographic Information
Book Title: Eco-Label Visual Design and Sustainability
Book Subtitle: The Impact on Consumer Perceptions and Market Trends
Authors: Carmela Donato
DOI: https://doi.org/10.1007/978-3-031-82761-7
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2025
Hardcover ISBN: 978-3-031-82760-0Published: 28 February 2025
Softcover ISBN: 978-3-031-82763-1Due: 14 March 2026
eBook ISBN: 978-3-031-82761-7Published: 27 February 2025
Edition Number: 1
Number of Pages: XIII, 117
Number of Illustrations: 9 b/w illustrations, 1 illustrations in colour
Topics: Marketing, Corporate Communication/Public Relations, Customer Relationship Management