Bridging the communication gap: dolphin‐safe “ecolabels”

“Ecolabels” without advertising support are communicating the environmentally friendly message. This article investigates the general belief and evaluation consumers have about ecolabelled products. In conventional markets, labelling conveys to the consumer information about the product. Appropriate communication in the form of symbols reinforces messages. Ecolabels enable consumers to articulate their preferences for environmental friendly products. Consumer beliefs are highly regarded as they serve to simplify the cognitive process of decision making. This study examines the impact of communicating the environmental friendly message by the dolphin‐safe symbol on four brands of tuna. It examines the effectiveness of brand perception on environmentally friendly products. Results indicate that consumers are favourably influenced by the presence of these labels regardless of type of product, thus supporting an affective evaluation process. Consumer perceptions of the two top selling brands are perceived to be more environmentally friendly than the other brands.