How Eco-Labels Influence Green Purchase Intent

Abstract

Eco-labels have emerged as one of the most influential market-based instruments for promoting sustainable consumption. By signaling environmental responsibility, eco-labels aim to reduce information asymmetry between producers and consumers and guide purchasing toward greener alternatives. However, the psychological mechanisms through which eco-labels shape green purchase intent remain complex and context-dependent. This study conceptually examines how eco-labels influence green purchase intent through cognitive, affective, and social pathways. Drawing on signaling theory, theory of planned behavior, and green trust literature, this paper develops an integrative framework linking eco-label credibility, environmental awareness, perceived consumer effectiveness, and green trust to purchase intention. The study offers actionable insights for marketers, policymakers, and certification bodies seeking to enhance the effectiveness of eco-labeling programs