Perception and Acceptance of the Ecolabel “Blue Angel”

ISOE has been commissioned by the Federal Environmental Agency (UBA) to examine perception and acceptance of the 'Blue Angel' eco-label.

Research approach

ISOE collects representative data on public awareness of the Blue Angel and its significance for purchase behaviour. Furthermore, the scientists are engaged in research to find out which target groups are particularly attracted by the Blue Angel scheme and what demands they make on the label. The findings are generated by means of a representative empirical study.

On the basis of these interviews, the team is developing strategic recommendations for developing the Blue Angel further. This includes, amongst other things, recommendations for designing product information in such a way that consumers become more aware of the facts and better able to act on them. The research is also looking at how to gear public relations to target groups in order to motivate product users to take a stronger cue from the eco-label.

The research findings will be tested and enhanced within focus group workshops. In the focus groups, participants will have the opportunity to evaluate the recommendations for action from their personal everyday-life perspective.

Background

For over 30 years, the Blue Angel has been a symbol of eco-friendly products and services. Approximately 11,500 products and services on the market currently bear the Blue Angel logo, and in 2008, it was declared the Federal Government's seal of climate protection. The Blue Angel objectives are now split into four main areas of environmental protection: climate, health, water and natural resources. Given today's wide array of eco-labels and new consumer patterns, the intention is to strengthen the role of the Blue Angel.

Client

The project “Perception and Acceptance of the Ecolabel “Blue Angel” is commissioned by the Federal Environmental Agency (Umweltbundesamt, UBA).