25 Mar 2019 --- Ethical labels such as “fair trade” or “organic” influence consumer choices positively, according to a new study from the University of Göttingen, Germany. The researchers highlight that “ethical” claims seem to significantly impact purchasing decisions because they make consumers “feel good,” for supporting sustainable supply chains. However, ethical labels influence purchasing decisions only when they are known and easily recognized by consumers, while unknown labels are perceived as confusing, according to the authors.