Sustainability transparency and trustworthiness of traditional and blockchain ecolabels: A comparison of generations x and y consumers

Rebekkah Navas, Hyo Jung Chang, Samina Khan, Jo Woon Chong

Research output: Contribution to journalArticlepeer-review

Abstract

Consumers and professionals realize the importance of adopting social and environmental responsibility, but it is not easy for companies to implement transparent sustainability strategies that consumers can trust. Thus, it is often hard for consumers to compare brands to make conscious sustainability decisions. Blockchain technology is proposed as a bridge between ecolabels and industry initiatives as this technology provides the transparency of sustainable business practices. The objective of this study is to examine the effects of effectiveness, knowledge of the sustainability initiative, and trust in claims made by a company in ecolabels (i.e., traditional and blockchain ecolabels) on intention to buy products by comparing Generations X and Y. A total of 200 participants completed the survey. The results indicated that both the trust and knowledge measures were higher for the blockchain label than for the traditional ecolabel for Generation Y. Thus, the companies should determine how to effectively integrate this technology to the mutual benefit of the retailer and consumer by different generations.

Original languageEnglish
Article number8469
JournalSustainability (Switzerland)
Volume13
Issue number15
DOIs
StatePublished - Aug 2021

Keywords

  • Blockchain
  • Ecolabel
  • Fashion consumers
  • Generations
  • Stimulus-organism-response model
  • Sustainability

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