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Publicação
The Impact of Eco-Labels on Consumer Behaviour in Fashion Retailing Context
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.57 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Eco-labels are increasingly used in various industries as external cues to communicate a
product’s environmental benefits and promote more sustainable consumption and practices.
However, concerning the fashion industry, there is limited evidence on how consumers
respond to these labels, especially in e-commerce contexts.
This experimental research investigates the impact of eco-labels on consumers’ purchase
intentions. Using a between-subjects design, participants were randomly assigned to view an
apparel product either with or without an eco-label. This research examined the
Results show that while the direct effect of eco-labels on purchase intention was not
significant, both trust and perceived value significantly mediated the relationship between the
presence of an eco-label and the intention to buy. Surprisingly, the exposure to an eco-label
was linked to lower trust levels and perceived (product) value. Additionally, participants with
higher environmental literacy showed lower perceived value, implying that individuals with
higher environmental knowledge may respond to these cues with greater skepticism.
These findings provide relevant insights for sustainable fashion marketing, highlighting the
need for clear communication, third-party certification, and tailored marketing strategies for
different levels of environmental literacy.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Eco-labels Purchase Intentions Sustainable Fashion Perceived Value Consumer Trust Environmental Knowledge SDG 12 - Responsible production and consumption