From Labels to Actions: Unraveling the Nexus of Eco-Labels in Driving Environmentally Purchasing Behavior
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- Master of Science 
This master’s thesis examines the relationship between eco-labels and consumer purchasing behavior, concentrating on the impact of perceived trust, quality, and price in eco-labeled products. Furthermore, we were intrigued by the question of whether a label, certified or not, can effectively substitute or replace other product characteristics, thereby influencing purchasing behavior. The purpose of the study is to comprehend how the use of eco-labels can effectively encourage environmentally conscientious purchasing and contribute to reducing the global environmental impact. Our proposed research question is “How do eco-labels influence consumer purchasing behavior, taking into account the effects of perceived trust, quality and price?” Further, the literature review underpins the research methods and analysis in the research. Based on prior research, we have developed a conceptual model that illustrates casual and correlated patterns. In order to answer our research question, we have opted for a 3x2 between-subjects design and developed eight hypotheses. Moreover, to analyze the results of the main study and comprehend the relationship between the variables in the conceptual model, we found it appropriate to conduct regression analysis, univariate analysis of variance (ANOVA), and mediation analysis. Our findings suggest that eco-labels could be used as a marketing tool to encourage more sustainable consumption and purchasing. The results demonstrate that it is preferable to use certified and well-known eco-label brands on products as opposed to unknown, as it will reduce uncertainty, increase perceived quality, and consequently increasing purchase behavior. In addition, we have investigated the effect of a high price level on these relationships. Conclusively, based on the results from the analyses, we discuss strategic and managerial opportunities in the use of eco-labels on products to encourage consumers to be environmentally conscious and make sustainable purchasing decisions.
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2023