The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market

Taufique, Khan Md Raziuddin, Vocino, Andrea and Polonsky, Michael Jay 2017, The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market, Journal of strategic marketing, vol. 25, no. 7, pp. 511-529, doi: 10.1080/0965254X.2016.1240219.

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Title The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market
Author(s) Taufique, Khan Md Raziuddin
Vocino, AndreaORCID iD for Vocino, Andrea
Polonsky, Michael JayORCID iD for Polonsky, Michael Jay
Journal name Journal of strategic marketing
Volume number 25
Issue number 7
Start page 511
End page 529
Total pages 18
Publisher Taylor & Francis
Place of publication Abingdon, Eng.
Publication date 2017
ISSN 1466-4488
Keyword(s) consumer behaviour
marketing communication
Summary 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.
Language eng
DOI 10.1080/0965254X.2016.1240219
Field of Research 150501 Consumer-Oriented Product Or Service Development
150502 Marketing Communications
1505 Marketing
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Informa UK
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Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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