Decisional Pathways in ESG Labeling: Consumer Behavioral Responses to Digital and Accessible Design

Abstract

Abstract Environmental, Social, and Governance (ESG) disclosures are increasingly visible on consumer packaging, yet evidence on how label design shapes consumer trust, comprehension, and purchasing behavior remains mixed. In particular, limited research has examined accessibility, not only in terms of disability inclusion, but also cognitive clarity, information usability, and digital reach as a core determinant of ESG communication effectiveness. This study investigates how different ESG label formats influence trust, perceived clarity, purchase intent, and willingness to pay, with accessibility positioned as a foundational design dimension rather than a supplementary feature. Using a mixed-methods experimental design, U.S. consumers (n = 93) evaluated four packaging conditions: no ESG label (control), a standard ESG label, a digital ESG label incorporating QR-based disclosures, and an accessibility-enhanced ESG label designed to improve readability, reduce cognitive load, and support inclusive information processing. Participants reported trust in the claims, ease of understanding, likelihood of purchase, and maximum willingness to pay. Open-ended responses provided additional insight into perceptions of credibility, confusion, and verification. Results indicated that ESG-labeled products showed higher outcomes than the unlabeled control condition, and were associated with more than a 35% increase in purchase intent and modest price premiums. Digital ESG labels generated the highest trust and willingness-to-pay outcomes, while accessibility-enhanced labels produced thehighest clarity ratings and maintained strong purchase intent across consumer subgroups. Qualitative findings revealed persistent skepticism toward vague or unverified claims, confusion surrounding sustainability symbols, and concerns about cognitive overload when information was poorly structured. These findings suggest that ESG labeling effectiveness depends less on information volume and more on credibility, clarity, and inclusive accessibility of design. Accessibility functions not only as an equity consideration, but as a structural determinant of ESG communication effectiveness, reducing friction and enhancing comprehension across consumer segments. The study offers practical implications for developing scalable, trustworthy, and universally interpretable ESG communication strategies in retail environments.