概要

This paper aims to identify segments of Spanish consumers based on their awareness, attitudes and use of 28 certified sustainability labels linked to eight categories of common household products (food, clothing, paper and wood, cosmetics, electrical appliances, energy, computing and multi-sector). It characterises the segments identified based on their environmental concern and socio-demographic characteristics. Data was collected from a survey study carried out with a sample of 3000 participants and the latent class analysis revealed seven typologies: experts, convinced, interested, moderate, sceptical, neutral and unmotivated. The sectors in which a greater use of labels was appreciated were electrical, computing, and paper and wood. Young women with a high level of education and more environmental awareness were the most effective consumers when using certifications. The report concludes that sustainability labels do not provide added value for around half of Spanish consumers, who would benefit from measures such as legislative improvements, far-reaching advertising campaigns or high-order label systems to simplify the information on the packaging of the products.