Eco Labels and Eco Conscious Consumer Behavior: The Mediating Effect of Green Trust and Environmental Concern

Irfan Hameed,Idrees Waris

doi:10.20547/jms.2014.1805205

Abstract

This study explores the relationship between eco labels and eco conscious consumer behavior for green products. Mediation effect of consumer trust regarding green products and their concern for the sustainability of environment have also been analyzed. There are many researches regarding consumers' evaluation of green products and consumer behavior, but no substantial research has been done on the effects of understanding eco labels on eco-conscious consumer behavior. Eco labels are the essential sources of information regarding products' features and focus on providing information about less detrimental effects of green products on environment. Data of respondents have been collected through convenience sampling from the most populous city of Pakistan, i.e., Karachi. This research is an empirical study, structural equation modelling technique has been used to explore the relationship among the variables in the study. Furthermore, the mediation effects of green trust and environmental concern on consumer' behavior have also been analyzed. The findings of research highlight the positive impact of eco labels on consumers' eco conscious behavior. The results show full mediation effect of green trust on the relationship between eco labels and eco conscious consumer behavior. However, there was no mediation effect of environmental concern between eco labels and eco conscious consumer behavior. Hence, investing resources on eco labels design and providing awareness about the sustainability of environment are helpful in producing eco conscious consumer behavior.

Highlights

Environmental issues have become a concern for the consumers and companies across the globe that led to the manufacturing of green products (Bailey, Mishra, & Tiamiyu, 2016)
Addition of two mediators – “green trust” and “environmental concern” are pertinent in this study as these two factors can contribute a lot in research framework
Green trust has been proved a vital factor in the literature of green marketing because consumers around the world are very much concerned about greenwashing

Summary

Introduction

Environmental issues have become a concern for the consumers and companies across the globe that led to the manufacturing of green products (Bailey, Mishra, & Tiamiyu, 2016). Green marketing encompasses broad range of concepts which includes facilitation and production of value satisfying consumer’s needs and demands (Martınez, 2015). It is essential for the marketers to portray green products as healthy as well as environmental friendly (Rettie, Burchell, & Riley, 2012). Green marketing is an effort to maintain and build sustainable relationship with stakeholders e.g., nature, society and consumers. It includes marketing of green products and services is a sustainable process and shapes the attitude of the society towards pro environmental behavior (Rettie et al, 2012). Power of marketing is undeniable in acting as a change agent and amending government policies in the support of green orientation

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Conclusion