文章基本信息

标题：Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model
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作者：Kyriakos Riskos ; Paraskevi (Evi) Dekoulou ; Naoum Mylonas 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2021
卷号：13
期号：12
页码：6867
DOI：10.3390/su13126867
语种：English
出版社：MDPI, Open Access Journal
摘要：Ecolabels are regarded as an exceptional marketing and advertising tool that informs contemporary consumers about the green traits of a product. They provide information that motivates consumers to exhibit a positive attitude and actual behavior towards a green product purchase. Despite the growing interest in the relationship between green attitude and the corresponding green purchase behavior, studies that investigate the influence of ecolabel features on this relationship are rather scarce. In the present study, a survey carried out in Greece with a sample of 571 participants, examined the direct and indirect effects of ecolabel credibility and ecolabel involvement on attitude and actual behavior about green product purchase. A multiple mediation model about green purchase behavior was developed. Results highlighted the crucial role of ecolabel credibility that positively influences attitude towards green product purchase as well as ecolabel involvement. Moreover, emphasis was given on the concepts of attitude towards green product purchase and ecolabel involvement that proved to be significant mediators of this model. Findings can provide useful guidance to green marketers so that they can generate effective strategies based of ecolabels and favor a positive attitude towards green product purchase that ultimately will enhance green product purchase behavior.