Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

Synergy between health claims and sustainability labels: a “co-labelling” approach

Published: May 28, 2019


Andrea Gröppel-Klein, Saarland University, Institute for Consumer & Behavioral Research; Claudia Franke, Saarland University, Institute for Consumer & Behavioral Research; Anja Spilski, Saarland University


Co-labelling; health claim; sustainability label credibility


Health has become a crucial factor for the communication policies of food producers and retailers. Thus, firms can use health claims as an effective tool to differentiate their products. However, we identified several critical issues concerning the efficiency of front-of-pack health claims. We investigated whether a “co-labelling”-strategy may enhance health claim`s impact by combining the claim with a “strong partner”: sustainability labels. We differentiated between organic and fair trade, the two most prevalent labels. Results show that the combination of a health claim with a sustainability label increases the health claim`s credibility. This then helps to convey the health message of the product more clearly which is reflected in a more positively perceived healthiness of the product, but this only applies to the co-labelling with an organic label. Simultaneously, the organic label can benefit from the co-labelling with the health claim in terms of increased credibility.