Sustainability in the United States trends a new marketing demand for eco-labels yet brands often skip regulation to obtain these labels and break consumer trust. The country currently has over 200 eco-labels, leaving consumers overwhelmed and confused. In the present study, 3 focus groups of 6-8 participants were interviewed about their opinions, perceptions and attitudes towards eco-labels. A thematic analysis of the focus group audio was completed. The results indicated that participants desire products with eco-labels yet paradoxically distrust eco-labeled products.
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Master of Arts (M.A.)
Nicholson School of Communication and Media
Length of Campus-only Access
Masters Thesis (Open Access)
Dupont, Rebecca, "Green Trust Perceptions of Eco-labels" (2020). Electronic Theses and Dissertations, 2020-. 38.