Abstract
An ecolabel product is an environmentally friendly substance that can be selected to maintain environmental sustainability. Both developed and developing regions are promoting the use of green products. The current study aimed to know the behavior intention on ecolabel product usage from citizens in developing and developed regions. The extended Theory of Planned Behavior, known as Pro-Environmental Planned Behavior Model (PEPB), was used as the assessment model. Two questionnaire surveys were conducted to extract the necessary information for analyzing user’s behavior intention in two different regions. Taiwan and Indonesia were selected as case studies of developed and developing regions, respectively. Structural Equation Modeling (SEM) was used to analyze the proposed model and the result reveals that the model explains 49% of behavior intention to use ecolabel product in Taiwan’s case and 72% in Indonesia’s case. The findings revealed that attitude (AT) is the key factor to determine the behavioral intention (BI) in both Taiwan and Indonesia. Several practical recommendations based on the finding can be considered as input for the governments and related agencies to persuade manufacturing companies to produce more ecolabel products. Increased citizens’ intention to use ecolabel products help the company to reach broader target market and provide incentives to manufacturing companies to produce more environmentally friendly products.
Highlights
Eco-friendly products consist of safe materials and non-toxic ingredients that can be reused and have no negative effect on the ecology or the environment during production, manufacture, installation, and post usage [1]
BI has 49% value for Taiwan case (Figure 3) and 72% for Indonesia case (Figure 4), which means that the predictors of Behavior Intention explain 49% of its variance for Taiwan case and explain 72% of its variance for Indonesia case
The Pro-Environmental Planned Behavior Model (PEPB) model consists of six factors namely Perceived Authority Support (PAS), Perceived Environmental Concern (PEC), Attitude (AT), Subjective Norms (SN), Perceived Behavior Control (PBC), and Behavioral Intention (BI)
Summary
Eco-friendly products consist of safe materials and non-toxic ingredients that can be reused and have no negative effect on the ecology or the environment during production, manufacture, installation, and post usage [1]. Companies are motivated to produce the eco-friendly product because of the arising global environmental issues in recent decades. Many business processes produce pollutants and consume natural resources. This situation is pernicious and damaging to the earth [2]. This label shows that the products were made with respect to the environmental sustainability aspects. This label helps consumers to recognize the environmentally friendly products [3]. The concept of ecolabel program was firstly initiated by Germany in 1977 [4], followed by Canada, Japan, Nordic regions (Sweden, Norway, Finland, Denmark, and Iceland), the United States, New Zealand, Austria, and, more recently, China, India, Thailand, Africa, and Indonesia [5,6]
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