BI Projects – Observatory of Public Sector Innovation

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- European Commission Collaboration
  Working in partnership with the European Commission, including through its Horizon 2020 programme, to achieve priorities in leading public sector innovation.
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  Anticipating future changes and developing and testing new approaches with and for governments and partners.
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BI Project

Comparing the impact of positive, negative, and graded sustainability labels on purchase decisions

🇨🇿 Czech Republic

An online experiment with EU consumers was run to assess the relative effectiveness of three sustainability labelling approaches: (1) positive labels - only identifying products with the best sustainability performance, (2) negative labels - only identifying products with the worst sustainability performance, and (3) graded labels - conveying the relative sustainability of all products. Results suggest that graded labels are the most effective to steer consumer toward more sustainable purchase…

Institution: European Commission

Team: JRC Competence Centre on Behavioural Insights

Consumer policy Sustainable Consumption

Behavioural Insights Project Repository

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Behavioural tool

Comparing the impact of positive, negative, and graded sustainability labels on purchase decisions