Beyond the label: deconstructing the influence of sustainability claims on food healthiness perception
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2025-03-11
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Barros, Lucia Salmonson Guimarães
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Sustainability claims indicate that a product is better for the environment overall (e.g. organic, ecological farming, greenhouse gas certification, genetically modified, biodegradable, fair trade production). Sustainability claims often lead consumers to perceive a food product as healthier, however, the reasoning behind this Hallo Effect is still debated. This project’s novelty relies on examining two possible mechanisms for this association, consciousness and naturalness; our results demonstrate that the halo effect of sustainability claims on healthiness perception is explained by perceived consciousness. We test the main effect across diverse food categories, with different forms of claims. This result has important managerial and policy implications. For managers, it provides actionable insights for brands seeking to enhance product positioning and communication strategies by leveraging the role of perceived consciousness in shaping consumer health perceptions. It also builds on the Halo literature by, offering a clearer theoretical framework for future research in consumer behavior and sustainability marketing. Finally, by promoting more transparent and responsible communication around sustainability claims, the study supports SDG 12—fostering informed consumption and encouraging ethical business practices. Together, these contributions underline the research’s relevance and impact in both theory and practice.