No abstract

Studies show that greening the business is not only helpful in getting the green products to the consumers, but it also helps the business as a strategy for enjoying a competitive advantage and strengthening brand image. Green marketing practices are gaining wide acceptance among various marketing practices. Green marketing is the set of marketing activities that start with the procurement of the product to the delivery of the product to the end user in a greener way. On the other hand,eco-labeling is one of the important tools for the green marketing as it helps to differentiate the green products from non-green products. However, many times these eco-labels fail to attain their goals. The objective of this paper is to establish a relationship of eco-labels with consumer knowledge, information communication, trust and its impact on green purchase intention. Further, all these relationships were verified with the help of structural equation modeling (SEM), performed by using SmartPLS 3.0. The total sample size for the study was 506 Indian consumers. The study reveals that eco-labeling is a significant criterion for consumer trust and green purchase intention via consumer information and knowledge.

No abstract

No abstract