Eco-Label Knowledge and Green Purchasing Behaviour: Examining the Mediating Role of Environmental Attitude.
Main Article Content
Abstract
Purpose: This study examines how consumers’ understanding of eco-labels influences their green purchasing decisions and whether environmental attitude accounts for this relationship.
Methodology: Grounded in the Theory of Planned Behaviour, data from 300 consumers in Tamil Nadu were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM).
Findings: The findings indicate that eco-label knowledge exerts a significant direct effect on both green purchase decisions and environmental attitude. However, environmental attitude does not significantly predict green purchase decisions, nor does it mediate the link between eco-label knowledge and purchase decisions.
Originality: These results highlight an attitude-behaviour gap and suggest that the clarity, credibility, and comprehensibility of eco-label information may be more decisive for green purchases than general pro-environmental sentiment alone.
Article Details
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