IMPACT OF ECO-LABELS ON GREEN PURCHASE BEHAVIOR: MEDIATING ROLE OF ENVIRONMENTAL CONCERN AND ATTITUDE TOWARDS GREEN PRODUCT

Abstract

This study explores the influence of eco-labels on green purchase behavior in Pakistan’s urban markets, emphasizing the mediating roles of environmental concern and attitudes toward green products. Anchored in the Theory of Planned Behavior, it investigates how eco-labels act as informational cues that shape consumer perceptions, attitudes, and subsequent purchasing intentions. Data were gathered through a structured questionnaire from 450 consumers in major urban centers and analyzed using structural equation modeling (SEM) to test hypothesized relationships. Findings demonstrate that eco-labels significantly and positively affect green purchase behavior both directly and indirectly by fostering stronger environmental concern and more favorable attitudes toward green products. The results indicate that while eco-labels can effectively promote sustainable consumption, their impact depends on consumers’ environmental values and perceived credibility of labeled products. The study offers practical guidance for policymakers, businesses, and certification bodies, highlighting the importance of enhancing eco-label visibility, credibility, and consumer education. By providing empirical evidence from a developing country context, this research advances understanding of eco-labels as strategic tools for encouraging sustainable consumer behavior. Limitations—such as cross-sectional design, urban-focused sampling, and reliance on self-reported data—point to future research opportunities involving rural populations, experimental designs, and differentiation across eco-label types.