Deakin University
Browse

File(s) under permanent embargo

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

Version 2 2024-06-03, 13:43
Version 1 2016-09-22, 10:38
journal contribution
posted on 2024-06-03, 13:43 authored by KMR Taufique, Andrea VocinoAndrea Vocino, Michael PolonskyMichael Polonsky
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.

History

Journal

Journal of Strategic Marketing

Volume

25

Pagination

511-529

Location

Abingdon, Eng.

ISSN

0965-254X

eISSN

1466-4488

Language

English

Publication classification

C1 Refereed article in a scholarly journal, C Journal article

Copyright notice

2016, Informa UK

Issue

7

Publisher

ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD