The Influence of Eco-Label Knowledge and Trust on Pro-Environmental Consumer Behaviour in an Emerging Market

Posted: 18 Apr 2018

See all articles by Khan Taufique

Khan Taufique

BRAC University; Curtin University

Andrea Vocino

Deakin University

Michael Polonsky


Date Written: April 1, 2018


Consumers are increasingly concerned about the negative environmental implications of purchasing goods, which in turn shape their behaviour. Yet, there are indications that consumers do not always act on these concerns, causing an attitude–behaviour gap. For consumers to make ecologically responsible purchases, they need relevant product environmental information. Therefore, marketers and firms are increasingly integrating more detailed environmental information in their offerings, including eco-labels with externally validated information. This study integrates consumers’ knowledge and trust in eco-labels with their environmental knowledge to determine how these affect pro-environmental consumer behaviour (PECB). The findings suggest environmental and eco-label knowledge is positively associated with attitudes towards the environment, and that positive environmental attitudes and trust in eco-labels affect PECB. This implies that firms, policy-makers and accreditation organisations (i.e. labelling) can educate consumers about eco-labels and the environment to increase PECB. Such strategies will also build consumer knowledge and trust in eco-labels, necessary for facilitating PECB.

Keywords: Consumer Behaviour, Eco-Label, Knowledge, Marketing Communication, Pro-Environmental, Trust

Suggested Citation

Taufique, Khan and Vocino, Andrea and Polonsky, Michael, The Influence of Eco-Label Knowledge and Trust on Pro-Environmental Consumer Behaviour in an Emerging Market (April 1, 2018). Available at SSRN:

Khan Taufique (Contact Author)

BRAC University ( email )

66 Mohakhali C/A
Dhaka 1212 Bangladesh
Dhaka, 1212

Curtin University ( email )


Andrea Vocino

Deakin University ( email )

70 Elgar Road
Burwood, Victoria 3125
392517408 (Phone)


Michael Polonsky

Independent ( email )

No Address Available

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