Highlight

• Using rainforest, origin, and organic seals as sustainability labels was examined.
• The effect of labeling on the sensory quality perception of dark chocolate was studied.
• Sensory attributes are more critical than the seals regarding product acceptance.
• This knowledge is relevant for the sustainable growth of the cocoa and chocolate industries in the supply chain.

Abstract

The current global food market is also experiencing an increased demand for sustainable and organic farming as strategies for developing a sustainable economy. For instance, Brazil has launched specific programs in the cocoa and chocolate sectors, including certification of organic farming by Rainforest Alliance and origin labeling. This labeling tries to manipulate the consumer perception of issues related to sustainability and the quality of the products.

This research investigated the impact of sustainability labels on purchase intention and quality perception among Brazilian consumers. The sensory evaluation data showed that labeling reduced the sensory acceptance of the food products, and other factors, such as flavor, played equivalent roles. This study offers input for improving the cocoa and chocolate chain through labeling and quality management to support sustainable economic approaches.

Introduction

Cacao (Theobroma cacao), a plant native to the Americas’ rainforests, is crucial for agriculture in tropical regions. Globally, cocoa production is concentrated in developing countries, with Africa, the Americas, and Asia accounting for 71.9%, 15.8%, and 12.3% of production respectively (ICCO, 2015). Brazil, one of the world’s largest cocoa producers, has also emerged as a leader in sustainable practices.

The cocoa industry has faced criticism for labor exploitation and environmental degradation (BBC, 2012, Cocoa Market, 2014). Companies have recently embraced certifications like ISO 14001 and third-party environmental labeling to signal sustainability. Globally, over 435 labeling programs span 197 countries and 25 sectors (Ecolabel Index). Such initiatives influence production and provide transparency to consumers.

Certified cocoa production has grown significantly, with certifications such as Rainforest Alliance, Fairtrade, Organic, and UTZ covering a combined 275,000 tons in 2010. Environmental labels aim to simplify sustainability information for consumers, fostering demand for eco-friendly products while incentivizing producers (Castka & Corbett, 2015).

The Importance of Sustainability Labels

Sustainability labels serve as tools to communicate the environmental, social, and economic benefits of products. For example, certifications like Organic and Rainforest Alliance promote better agricultural practices and provide credibility to production systems. Sustainability marketing also highlights these attributes, influencing consumer behavior (Ritter et al., 2015).

In Brazil, cocoa farming’s unique connection to biodiversity—through shade-grown practices in the Atlantic Forest and Amazon—positions it as environmentally beneficial. Labeling projects, such as those highlighting organic and origin certifications, further underscore this sustainability narrative.

However, flavor remains a dominant factor influencing consumer choice. Research indicates that sensory attributes, including taste and texture, often outweigh environmental considerations (Efraim et al., 2013). For example, studies on coffee and wine show that sustainability claims do not always align with consumer perceptions of quality (Loureiro & Lotade, 2005, Delmas & Grant, 2014).

Methodology

This study investigated six dark chocolate samples labeled with sustainability certifications, varying in cocoa percentage. A blind test was conducted to evaluate sensory attributes, followed by a second session where participants were informed about the labels. Consumer perceptions of sustainability and quality were assessed using structured questionnaires.

Sensory evaluations, a standard in food research, measure acceptance based on taste, texture, and aroma. This study employed statistical analyses like ANOVA to interpret consumer feedback, providing insights into the interplay between sensory and labeling attributes.

Results and Discussion

Sensory Attributes and Labelling

The blind test showed that the taste, texture, and, by extension, the product’s sensory properties were the crucial factors influencing consumers’ choices. When the labels were disclosed, the result was improved perception. Certifications like Organic and Rainforest Alliance made consumers think that the chocolates were of better quality and that they were willing to buy them more often. However, consumers have seen taste and, therefore, have voted for products with the best taste, even if they may not be environmentally friendly.

Consumer Awareness

Nevertheless, the present study revealed that labels positively influenced consumers; however, consumers were not well informed about the labels. This gap, therefore, calls for importance in education and marketing endeavors to increase label awareness and comprehension. Lack of this awareness may mean that the potential of sustainability labeling may not be fully harnessed (Delmas, 2008).

Price Sensitivity

Sustainability-labeled products often command a premium price. While some consumers are willing to pay more, others prioritize cost over environmental benefits. This aligns with findings that consumers value “fair trade” and “shade-grown” labels more than organic claims despite the latter’s higher cost (Loureiro & Lotade, 2005).

Implications for Producers

For producers, sustainability labeling can improve their market position and consumer loyalty. Certification processes also increase the production and quality of goods and services, farm management, and the environment. Such improvements may be further multiplied by investments in training and technology, as has been the case in Brazil’s cocoa sector.

Conclusion

Sustainability labels can change consumer behavior when offered with enhanced sensory qualities. Focusing on quality and sustainability will result in market success while meeting environmental objectives. Nevertheless, more should be done to raise consumers’ awareness of the value and meanings of these labels.

Thus, greenhouse cocoa and chocolate producers may support consumer behavior changes and contribute to a sustainable food system.

References

• Aaron, J. I., et al. (1994). The influence of attitudes, beliefs, and label information on perceptions of reduced-fat spread. Appetite.
• Castka, P., & Corbett, C. J. (2015). Governance of eco-labels: A framework and case study. Journal of Cleaner Production.
• Delmas, M. A., & Grant, L. E. (2014). Eco-labeling strategies and consumers’ preferences for green products. Journal of Cleaner Production.
• Efraim, P., et al. (2013). Cocoa and chocolate sensory quality. Food Research International.
• Loureiro, M. L., & Lotade, J. (2005). Do fair trade and eco-labels in coffee wake up the consumer conscience?. Ecological Economics.
• Ritter, A. M., et al. (2015). Motivations for promoting green consumption in emerging markets. Journal of Cleaner Production.