EXPLORING THE CONSUMERS’ AWARENESS AND COMMUNICATION METHODS OF ECO LABELS: INSIGHTS FROM CEYLON TEA CONSUMERS IN COLOMBO DISTRICT, SRI LANKA

Abstract

The term ‘Eco-Labels’ has become a buzzword in today’s sustainable business world. It is one way of ensuring the environmental and social sustainability of products. Although the different eco-labelled products are expanding, their effectiveness in terms of consumers is still unclear in the Sri Lankan market. Experimental or survey-based studies may not capture the nature of consumer awareness and views related to eco- labels on product packaging. The study examines the Ceylon tea consumers view towards the eco-labels on Ceylon tea cartons through the qualitative case study approach. The study focused on the Ceylon tea consumers in the Colombo district, Sri Lanka, and collected data through the semi-structured interviews were analysed using content analysis. The study’s findings show that seven tangible and intangible attributes have influenced the Ceylon tea purchasing decision. Any respondent did not appear as concerning about eco-labels when making their purchasing decision. Quality and the price of the tea products were the main tea purchasing attributes of all respondents. Further findings show that the consumers who have seen the eco-label on the Ceylon tea cartons did not have an in-depth awareness of the eco-labels. The Ceylon tea consumers confirm the requirement to redesign the eco-labels for giving more information to the consumers. The respondents suggested eight alternative communication methods to promote the concept of eco-labels among the local consumers. It includes visual, written, and verbal communication methods. Further, this study makes a novel contribution to the Ceylon tea industry by examining the Ceylon tea consumers’ view towards the eco-labels on Ceylon tea cartons