The study, published in the African Journal of Innovation and Entrepreneurship (AJIE), explores how South African consumers perceive eco-labels and highlights a critical challenge: most consumers struggle to distinguish between credible, verified labels and vague, unverified claims — a problem that contributes to confusion and “greenwashing” in the marketplace.
Since its publication, the research has gained remarkable exposure beyond academic circles:
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Featured in The Conversation Africa, making the findings accessible to the broader public. Read more.
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Discussed on Moneyweb Radio with Jeremy Maggs, offering valuable insights into how eco-labeling influences consumer decision-making in South Africa. Read more.
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Showcased on VIA’s Goeiemôre, Good Morning, where Dr Watson unpacked the research findings and shared practical tips for helping consumers make informed sustainable choices. Read more.
The study revealed that while South African consumers want to shop sustainably, they often struggle to recognise eco-labels.
Professor Miemie Struwig and Dr Stom Watson
This confusion stems from several factors: many labels are unfamiliar, with only three out of the ten tested, such as Energy Star and the Forest Stewardship Council, being recognised by at least half of the participants, Prof Struwig and Dr Watson said.
Some respondents even mistook fake labels for genuine ones. The lack of consistent labelling, unclear logos, and limited consumer education further contribute to this challenge, emphasising the need for clearer standards and targeted awareness campaigns.
The study also provided recommendations for businesses, including using trusted and visible labels, avoiding greenwashing, and supporting consumer education through clear labelling standards and campaigns, the researchers said.
This level of engagement emphasises the relevance of sustainability research in everyday life and its potential to empower consumers while encouraging businesses to adopt transparent, responsible practices.
Professor Struwig and Dr Watson expressed their gratitude for the opportunity to share their work with a wider audience, highlighting that while not all research receives this level of exposure, such platforms are invaluable in bridging the gap between academic research and public discourse.
The Department of Business Management at Nelson Mandela University remains committed to producing impactful research that informs policy, guides business practice, and supports South Africa’s transition toward more sustainable consumption and production.