Joshua Seluese Okojie leads global study on eco-labels and consumer choice: A call for smarter sustainability

In the modern supermarket aisle, sustainability seems to shout from every shelf. Consumers face a kaleidoscope of eco-labels: organic, fair trade, biodegradable, cruelty-free, energy-efficient, and carbon-neutral.

These symbols were designed to make responsible choices simple. Yet for many shoppers, they have done the opposite, creating confusion, hesitation, and mistrust.

This growing dilemma is at the heart of a groundbreaking international study led by Joshua Seluese Okojie, a Nigerian-born engineer and sustainability expert. The research, published in the International Journal of Multidisciplinary Evolutionary Research, explores why eco-labels often fail to deliver their intended results, and how they can be redesigned to truly drive sustainable consumer behavior.

Titled “Green Consumerism and the Paradox of Choice: Do Eco-Labels Drive Sustainable Behavior?”, the study was co-authored by a global team of researchers and marks one of the most comprehensive analyses yet of how labeling systems shape public decision-making in the age of climate awareness.

Unpacking the Paradox of Choice

Okojie’s team reviewed dozens of academic studies on eco-labeling and green consumerism, applying the PRISMA systematic review method to ensure precision and reliability. After rigorous screening, 60 studies were synthesized into a thematic framework that captured recurring patterns in psychology, trust, and decision-making.

The results reveal a striking contradiction. While eco-labels have successfully increased consumer awareness of environmental issues, their sheer number has created what the researchers call a “paradox of choice.” Faced with too many competing standards, certifications, and claims, consumers often experience decision fatigue. The mental overload leads either to skepticism, doubting the authenticity of labels, or disengagement, where individuals revert to familiar, less sustainable options for convenience.

The study highlights how inconsistent standards and the absence of global coordination weaken the system further. While a handful of labels such as Energy Star or Fair Trade enjoy strong public trust, many others operate without independent verification or clear criteria. The inconsistency undermines credibility, erodes consumer confidence, and inadvertently slows the global transition toward greener markets.

Consequences Beyond the Checkout

The implications of Okojie’s findings stretch far beyond individual purchasing decisions. Consumer trust and behavior play a critical role in shaping production patterns, corporate responsibility, and public policy. When eco-labels lose credibility, the ripple effect compromises entire sustainability frameworks.

The research warns against the rising tide of greenwashing, where companies use vague or misleading eco-claims to project an image of responsibility without implementing real environmental changes. This deceptive marketing not only misleads consumers but also dilutes the efforts of businesses committed to genuine sustainability. In the long run, it weakens the collective push for climate resilience, waste reduction, and ethical production.

The study also exposes an equity gap in sustainable consumption. Eco-labeled goods often carry a price premium, making them accessible primarily to wealthier consumers. Without consistent messaging and trust, shoppers in developing economies see little reason to pay more for products whose benefits they cannot easily verify. As a result, the green transition risks becoming elitist, excluding mainstream populations from participation in sustainability goals.

Charting a Smarter Path Forward

Rather than merely diagnosing the problem, Okojie’s team proposes actionable solutions to bridge the trust gap. The study recommends four key reforms to make eco-labels more effective and accessible:

1. Global Standardization – Simplifying the system into a smaller set of universally recognized categories or regional standards that consumers can understand at a glance.

2. Third-Party Verification – Expanding independent auditing bodies to ensure every label is backed by transparent, evidence-based criteria.

3. Technology Integration – Using mobile apps and AI-driven barcode scanners to give shoppers instant access to verified product information.

4. Consumer Education – Investing in campaigns that teach consumers how to read and interpret sustainability labels, reducing confusion and misinformation.

The report goes further, advocating for a single “umbrella” sustainability label that combines multiple factors, from carbon footprint and water use to labor ethics, into one clear symbol. Such simplification, the authors argue, would minimize cognitive overload and restore consumer confidence in sustainability marketing.

Global and Local Relevance

The study’s timing could not be more critical. Governments and corporations worldwide are accelerating climate action — from the European Union’s Green Deal to the United Nations Sustainable Development Goals. Many of these policies depend on informed consumer behavior to drive market transformation. If eco-labels lose their credibility, one of the simplest tools for encouraging sustainable consumption risks becoming ineffective.

By spearheading this research, Joshua Seluese Okojie and his co-authors place themselves at the forefront of a global effort to make sustainability more transparent and impactful. Their insights are invaluable for policymakers crafting environmental regulations, businesses seeking responsible branding strategies, and advocacy groups pushing for consumer empowerment.

For Nigeria, the study carries particular weight. The nation grapples with mounting waste management challenges and limited consumer awareness around environmental labeling. As imported goods with eco-claims flood the market, Nigerian consumers often lack the tools to distinguish genuine certifications from misleading ones.

Okojie’s findings suggest a path forward: the creation of credible, nationally regulated eco-labeling systems, backed by oversight, education, and technology. In Africa’s digitally connected markets, mobile-based verification could quickly and at scale bridge knowledge gaps.

From Confusion to Clarity

Ultimately, the study reframes the conversation around eco-labels from awareness to effectiveness. It argues that sustainability must be simplified to succeed. Clarity, consistency, and credibility, not complexity, will determine whether consumers become active partners in climate action or disengaged spectators.

In leading this international collaboration, Joshua Seluese Okojie exemplifies the new wave of global thinkers connecting research with real-world impact. His work reveals not only the psychological barriers behind everyday choices but also the systems capable of overcoming them. As the world searches for smarter ways to live sustainably, Okojie’s message resonates clearly: green choices must be easy, trustworthy, and accessible to all.