Panayiota Alevizou, University of Sheffield Caroline Oates, University of Sheffield Seonaidh McDonald, Robert Gordon University Claudia Henninger, University of Manchester
This article reviews existing on-pack advertising sustainability approaches and explores consumers’ perceptions through the lens of signalling theory. After reviewing the literature concerning the design and the typologies of claims, we present a qualitative analysis based on a retail ethnographic study, semiotics and focus groups with consumers around on-pack sustainability advertising approaches. We conclude that further attention is needed on a product package level as companies no longer focus on single eco labels but instead use a bundle of practices to advertise and signal their commitment to sustainability which leaves consumers confused and brands open to accusations of greenwashing.
