Ecolabel products are one approach towards environmental sustainability. Ecolabel programs have been socialized by governments all over the world to reduce environmental harm caused by the daily life cycles of the products that citizens use. The present study was aimed at measuring citizens' behavior intention (BI) regarding ecolabel product usage. An extended theory of reasoned action (TRA), namely that of pro-environmental reasoned action (PERA), is used as the predictor model. A total of 213 questionnaire data, collected from citizens of Indonesia, was analyzed using structural equation modeling. The analysis results show that the PERA model is able to describe 68% of citizens' BI regarding ecolabel product usage. The analysis results also reveal that attitude is a key determinant factor. Several practical suggestions based on the results can be used as input for policy makers and company management to consider in their efforts to increase citizens' BI to use ecolabel products.

An ecolabel product is an environmentally friendly substance that can be selected to maintain environmental sustainability. Both developed and developing regions are promoting the use of green products. The current study aimed to know the behavior intention on ecolabel product usage from citizens in developing and developed regions. The extended Theory of Planned Behavior, known as Pro-Environmental Planned Behavior Model (PEPB), was used as the assessment model. Two questionnaire surveys were conducted to extract the necessary information for analyzing user's behavior intention in two different regions. Taiwan and Indonesia were selected as case studies of developed and developing regions, respectively. Structural Equation Modeling (SEM) was used to analyze the proposed model and the result reveals that the model explains 49% of behavior intention to use ecolabel product in Taiwan's case and 72% in Indonesia's case. The findings revealed that attitude (AT) is the key factor to determine the behavioral intention (BI) in both Taiwan and Indonesia. Several practical recommendations based on the finding can be considered as input for the governments and related agencies to persuade manufacturing companies to produce more ecolabel products. Increased citizens' intention to use ecolabel products help the company to reach broader target market and provide incentives to manufacturing companies to produce more environmentally friendly products.