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.
Irfan Hameed, Idrees Waris. (2018) Eco Labels and Eco Conscious Consumer Behavior: The Mediating Effect of Green Trust and Environmental Concern, Journal of Management Sciences, Volume 5, Issue 2.
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