Eco-labels are informational cues that transform credence into quasi-search attributes but their influence on consumer decision making is often disappointing. This paper identifies antecedents of trust in, and use of, eco-labels, validating a theoretical model with data for four publicly managed organic labels (the EU green leaf and three national labels from France, Germany and Serbia). Drawing on a large dataset of European consumers, the analysis reveals that the effect of institutional trust on use of an eco-label is mediated by trust in that eco-label. Trust in an eco-label positively affects use of that eco-label. Knowledge of third-party certification positively affects trust in, and use of, an eco-label. The results suggest that for eco-label managers wishing to increase consumer uptake of their labels, communicating third-party verification as is a critically important informational cue for enhancing consumer trust.

生态标签是将可信度转化为准搜索属性的信息线索，但它们对消费者决策的影响往往令人失望。本文确定了对生态标签的信任和使用的前因，通过四个公共管理的有机标签（欧盟绿叶和来自法国、德国和塞尔维亚的三个国家标签）的数据验证了一个理论模型。该分析利用欧洲消费者的大型数据集，表明机构信任对生态标签使用的影响是由对该生态标签的信任调节的。对生态标签的信任会对生态标签的使用产生积极影响。了解第三方认证会对生态标签的信任和使用产生积极影响。结果表明，对于希望增加消费者对其标签的接受度的生态标签管理者，