Eco-labels as sustainability brands: The role of visual design and co-branding in credibility of eco-labels.

Abstract

Eco-labels are designed as a communication tool in green marketing, but their design often fails to deliver environmental data to consumers. This master’s thesis aims to explore the way that the visual design of eco-labels can improve their recognition and credibility, as well as their use in co-branding. This study argues that eco-labels can be independently perceived, researched and marketed as brands.

The literature review of this thesis covers the topics of green marketing (GM), branding and visual design in relation to the topic of eco-labels. The literature review has identified that most of the research on eco-labels in the field of marketing is focused on their instrumental value. Less research is conducted on marketing and the visual design of eco-labels. Even less research is conducted on evaluation of eco-labels’ brand image and co-branding. The goal of this thesis is to close these research gaps.

The thesis makes active use of mixed research methods, where qualitative interviews helped to explore the topic and formed the basis of both the survey and the focus group discussion. Furthermore, this study applies a multidisciplinary approach and combines both research methods and expertise from the school of design and the school of business.

The study demonstrates that a multidisciplinary approach can open new research perspectives. The research results confirm that eco-labels can be perceived as brands, therefore branding methods and strategies should be applied to the development of an eco-label’s brand image. Furthermore, the study reveals that the logo design of eco-labels should differ from both product brands and environmental signs. As a result, the thesis suggests a list of tips and methods to improve both the logo design of eco-labels and their performance in co-branding.