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

Hameed, Irfan and Waris, Idrees (2018): Eco Labels and Eco Conscious Consumer Behavior: The Mediating Effect of Green Trust and Environmental Concern. Published in: Journal of Management Sciences , Vol. 5, No. 2 (2018): pp. 86-105.

20 Pages Posted: 12 Feb 2019

See all articles by Dr. Irfan Hameed

Dr. Irfan Hameed

Iqra University

Idrees Waris

University of Turbat - Department of Management Sciences

Date Written: October 31, 2018

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.

Keywords: Eco Labels, Eco Conscious Consumer Behavior, Green Trust, Environmental Concern

JEL Classification: M3

Suggested Citation

Hameed, Irfan and Waris, Idrees, Eco Labels and Eco Conscious Consumer Behavior: The Mediating Effect of Green Trust and Environmental Concern (October 31, 2018). Hameed, Irfan and Waris, Idrees (2018): Eco Labels and Eco Conscious Consumer Behavior: The Mediating Effect of Green Trust and Environmental Concern. Published in: Journal of Management Sciences , Vol. 5, No. 2 (2018): pp. 86-105.. Available at SSRN: https://ssrn.com/abstract=3326736

Irfan Hameed (Contact Author)

Iqra University ( email )

Defence View, Phase-2
Karachi, Sindh
Pakistan

Idrees Waris

University of Turbat - Department of Management Sciences ( email )

Pakistan

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