Role of Content Labelling in Enhancing Company Performance: Evidence from Green Procurement and Sustainable Market Practices

Abstract

This study investigates the influence of content labelling
on company performance, with a specific focus on eco
labels, label identification, and product substitutes within
the context of green procurement and sustainability. Using
a qualitative research approach, the study reviewed
literature and scholarly evidence from 2010 to 2025
through total enumerative sampling and bibliometric
techniques. Data were analyzed using content analysis to
identify patterns, relationships, and emerging themes.
Findings reveal that content labelling significantly
enhances company performance by fostering consumer
trust, increasing brand loyalty, improving regulatory
compliance, and supporting access to environmentally
conscious markets. Eco-labels, in particular, act as
strategic signals that reduce information asymmetry
between firms and consumers, thereby influencing
purchase decisions and strengthening corporate
credibility. Label identification elements such as logos and
usage instructions were found to boost product
recognition and competitive advantage, while strategic
responses to product substitutes contributed to innovation
and market adaptability. Although African countries like
Tanzania are progressively adopting labelling practices,
the study highlights gaps in regulatory enforcement,
public awareness, and institutional support. Comparative
insights from countries such as Sweden, Vietnam, and
South Africa emphasize the importance of aligning
national standards with global best practices. The study
concludes that content labelling is not only a regulatory
requirement but a critical driver of operational and
financial success in both local and international markets.
It recommends enhancing policy frameworks, investing in
producer training, and promoting consumer education to
optimize the economic and environmental benefits of
content labelling for sustainable business development.