Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model

Kyriakos Riskos, Paraskevi (Evi) Dekoulou, Naoum Mylonas and George Tsourvakas
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Kyriakos Riskos: Laboratory of Digital Marketing and Strategic Communication, Department of Journalism and Mass Communications, Aristotle University of Thessaloniki, 54625 Thessaloniki, Greece
Paraskevi (Evi) Dekoulou: Laboratory of Digital Marketing and Strategic Communication, Department of Journalism and Mass Communications, Aristotle University of Thessaloniki, 54625 Thessaloniki, Greece
Naoum Mylonas: Department of Tourism, Ionian University, 49100 Corfu, Greece
George Tsourvakas: Laboratory of Digital Marketing and Strategic Communication, Department of Journalism and Mass Communications, Aristotle University of Thessaloniki, 54625 Thessaloniki, Greece

Sustainability, 2021, vol. 13, issue 12, 1-22

Abstract: 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.

Keywords: green marketing; ecolabel credibility; ecolabel involvement; attitude towards green product purchase; green product purchase behavior; multiple mediation model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

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