Effectiveness of communication on environmental labels and declarations in enterprises

Abstract

PURPOSE: The aim of this paper is to identify and assess the effectiveness of communication on environmental labels and declarations (ELAD) in enterprises.

DESIGN/METHODOLOGY/APPROACH: The research approach is based on the adapted, modified and operationalised model for investigating the effectiveness of sustainability communication strategies in hospitality enterprises. The present study applied the modified model for measuring and assessing the effectiveness of environmental labels and declarations communication. The research content was collected through in-depth interviews during CATI (computer assisted telephone interview) conducted in the years 2024 and 2025 among managers of Polish enterprises. U Mann-Whitney and Pearson's chi-squared tests were used for data analysis.

FINDINGS: The results deliver knowledge about the advancement of companies in the application of ELAD communication tactics. Of the eight tactics analysed, the following three were identified as both most significant and influential in companies, i.e.: positive communication on ecolabels, displaying certified environmental labels or declarations, presenting practical effects of implementing ecolabels. Possible managerial actions towards facilitating effectiveness, enabling a strategic shift into the analysed sustainability dimension were recommended too.

PRACTICAL IMPLICATIONS: This study examines eight tactics enabling effective communication on environmental labels and declarations. The findings should help enterprises to better communicate on ecolabels and consequently gain benefits from implementing ELAD. The research model and statistical calculations can be recommended to enterprises and all other organisations as a checklist when designing communication strategies on ELAD.

ORIGINALITY/VALUE: The innovativeness of this study lies in the adaptation and operationalisation of the research model along with its empirical verification in the context of communication on environmental labels and declarations.