Chung Chai Man, Anthony <br/><br/>
Brands and ethical premium : Is the textile Eco-score a lever for responsible consumption ? 

 -  2026.<br/>							 
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<br/><br/> • Research objectives This article examines the influence of environmental labelling (Eco-score) on consumers’ propensity to pay a price premium for eco-friendly clothing. Based on signalling theory, this research analyses the effect of high (A and B), intermediate (C), and low (D and E) Eco-scores, as well as the absence of a score. It highlights a tipping point between scores B and C and explores how the absence of a score may be perceived similarly to a negative signal. The mediating roles of anticipated guilt and the brand’s green image are also investigated. • Methodology Two studies were conducted. A pilot study in two stores of the same fashion brand identified preferred formats of environmental labels. A main experiment was then carried out with 277 respondents randomly assigned to one of six scenarios (scores A to E and no Eco-score) via an online questionnaire. • Results The pilot study revealed a consumer preference for clear and engaging labels. The main study shows that the absence of a score has a similar effect to a C or D score on perceived brand greenness. Only the E score triggers significantly more guilt than the absence of a score. Scores A and B significantly increase propensity to pay a price premium. • Managerial implications These findings suggest that the widespread adoption of environmental labelling could encourage more sustainable consumption practices. The brands could also enhance their green image and stimulate consumers’ propensity to pay a price premium by adopting clear and credible environmental rating systems. • Originality This study explores a sector that is still under-researched and highlights the psychological mechanisms underlying the perception of environmental scores.