Understanding young consumers’ tendencies regarding eco-labelled products

Abstract

Purpose The purpose of this paper is to explore different factors influencing young consumers’ approaches to eco-labeled products in an emerging country, Turkey. Design/methodology/approach Relevant measures were adapted from the previous literature to assess key constructs on environment and eco-label perceptions. First, an exploratory factor analysis was employed for identifying the key dimensions, and then structural equation modeling was conducted for testing the research hypotheses. Findings The findings reveal that the existence of perceived environmental knowledge has an influence on eco-labeled product purchase tendencies, with environmental concern (EC) having a significant mediating effect. Practical implications This study contributes to practice by addressing perceptual factors affecting young consumers in emerging markets such as Turkey. This relationship can be utilized to increase the tendency to purchase eco-labeled products to create EC enhancing programs in education in addition to environmental knowledge leveraging ones. Besides, these findings may also be beneficial in eco-labeled product marketing efforts. Originality/value This study provides value for the literature by investigating the perception of young consumers in an emerging market specifically, and adopts a more specific eco-label focus, which it integrates with an environmental perspective.

The Antecedents of Green Car Purchase Intention among Malaysian Consumers

“…While [8] who selected college students also found that knowledge on green issues is the second best predictor after environmental atittude to influence green purchasing behavior. It is because consumers with higher environmental knowledge are more conscious towards ecolabels that will assist them in interpreting the information on the labels, thus will influence their purchasing decision [50]. The result is consistent with other researchers such as [8], [20], [21], [41], [48], [51] and [52] that environmental knowledge will lead to consumers' green purchasing behavior.…”

What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?

“…In addition, they are a simple way for individuals to identify green products. Eco‐labels are essential for consumers to understand the environmental background of eco‐labeled products or services, thus enabling them to distinguish green products and change their preferences for eco‐labeled products (Göçer & Sevil Oflaç, 2017). Consumers can understand that purchasing eco‐labeled products has a significant environmental impact, while green producers can improve their market share by differentiating their products.…”

Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework

“…Cont. ,4,5,6,7,8,9,10,11,12,14,16,17,18,19,20,23,25,26,27,28,29,32,34,35,36,37,38,43,46,48,51,52,53,54,55,58,59,60,61,62,63,65,66,68,69,70,71,73,74,77,78,79,80,…”