Eco-label credibility and retailer effects on green product purchasing intentions

Zhen Cai, Yi Xie and Francisco Aguilar

Forest Policy and Economics, 2017, vol. 80, issue C, 200-208

Abstract: Eco-labels offer an identifiable marketing tool to convey a product's environmentally friendly and socially desirable characteristics to final consumers. Furniture offers a prime example of the opportunities and challenges to the expansion of green products. This study examined how eco-label credibility and retailer type affect green purchasing intentions (GPIs). Data from a sample of final consumers collected across 124 cities in China were analyzed using a Bayesian approach. Consumers who purchase furniture at supermarkets exhibited a lower GPI compared with consumers at other furniture retailers, ceteris paribus. Consumer perceived credibility of eco-labels, past green purchase, awareness of green furniture, level of education, and whether there is an elder family member in household were all found to positively affect consumers' GPI. Eco-labels may bring market opportunities for green furniture manufacturers but these are limited by effective communication and product outlets. It is intrinsic for green furniture manufacturers to choose retailers with a positive reputation among final consumers to improve credibility and potentially expand market share.

Keywords: Eco-labels; Perceived credibility; Outlet effects; Green furniture; Purchasing intentions; Consumers; China (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (30)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:forpol:v:80:y:2017:i:c:p:200-208

DOI: 10.1016/j.forpol.2017.04.001

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