Abstract
Ecolabel products are one approach towards environmental sustainability. Ecolabel programs have been socialized by governments all over the world to reduce environmental harm caused by the daily life cycles of the products that citizens use. The present study was aimed at measuring citizens’ behavior intention (BI) regarding ecolabel product usage. An extended theory of reasoned action (TRA), namely that of pro-environmental reasoned action (PERA), is used as the predictor model. A total of 213 questionnaire data, collected from citizens of Indonesia, was analyzed using structural equation modeling. The analysis results show that the PERA model is able to describe 68% of citizens’ BI regarding ecolabel product usage. The analysis results also reveal that attitude is a key determinant factor. Several practical suggestions based on the results can be used as input for policy makers and company management to consider in their efforts to increase citizens’ BI to use ecolabel products.
Highlights
As populations all over the world continuously increase, production is evolving and increasing to fulfill the product demands
An average variance extracted (AVE) test is the average quantity of variance on observed variables, which describes the variance in a latent construct [5]
The three parameters have been suggested in many structural equation modeling (SEM) analysis studies to have minimum values of 0.7, 0.7, and 0.5, respectively [34,35,36,37,38]
Summary
As populations all over the world continuously increase, production is evolving and increasing to fulfill the product demands. A product life cycle whose development process does not consider environmental perspectives surely leaves a serious negative impact that potentially harms the environment [1,2]. To preserve and to ensure environmental sustainability, many governments and environmental protection organizations all over the world promote the usage of green environmentally friendly products or “eco-products”. The Blue Angel program encouraged citizens to use environmentally friendly products, to urge manufacturing companies to produce less environmentally harmful products, and to use ecolabels as a market-oriented instrument of environmental policy. Does the ecolabel program need support from government-related agencies and manufacturers, but the participation of citizens is important to ensure the successful influence of ecolabel programs on a society’s environment
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