| dc.description.abstract | 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. | en_US |
