When Sustainability Labels Backfire: Showcasing Temporal and Moderating Effects in Online Retail Using Amazon’s Climate Pledge Friendly Label Sales Data
(A2026-134239)

AUTHORS

Christina Reh, Hochschule Luzern/WHU - Otto Beisheim School of Management; Jessica Mazurek, HHL Leipzig Graduate School of Management; Laura Ebbinghaus, Lucerne School of Business/HHL Leipzig Graduate School of Management; Dominik Georgi, Lucerne University of Applied Sciences and Arts; Erik Maier, Chemnitz University of Technology; Christian Schlereth, WHU - Otto Beisheim School of Management

ABSTRACT

E-commerce platforms increasingly use sustainability labels to guide consumer choices, yet evidence on their effectiveness across price levels, and over time remains limited. This study examines the impact of Amazon’s Climate Pledge Friendly (CPF) meta-label using a quasi-experimental design combining a staggered difference-in-differences (SDD) approach and propensity score matching on large-scale sales data. Results show an initial sales increase that varies across price segments over time. These findings reveal the temporal dynamics and boundary conditions of sustainability meta-labels, offering new insights for scholars studying cue utilisation and sustainable consumption, and providing platform managers and policymakers with guidance on when sustainability labels support or potentially undermine market outcomes.