The Role of Seals and Certifications of Approval in Consumer Decision‐Making.

Abstract

One important source of product‐related information available to consumers is seals and certifications of approval. Yet little is known about the role played by these symbols in the decision‐making process. This study examines the level of recognition, the perceived credibility, the perceived meaning and the use of nine seals or certifications of approval among adult female consumers. The results would appear to have significant implications for consumer protection and education.