Understanding purchase intentions of eco-labeled sportswear using the Theory of Planned Behavior

Abstract

The use of eco-labels is considered as an extremely effective marketing tool in communication a product’s environmentally friendly and socially desirable characteristics. For consumes, it is a clear source of information.This study aims to investigate the relationship between the presence of an eco-label and consumer green purchase intention. Specifically, the use of an eco-label on sportswear was investigated. The Theory of Planned Behavior was applied in order to understand what drives purchase intention. Furthermore, it was assumed that environmental concern and price sensitivity could be the factor that effects the green purchase intention to buy eco-labeled sportswear.A total of N = 144 individuals participated in a between-subject online experimental survey. The main findings were that an eco-label influences green purchase intention positively via attitude and subjective norm. In addition, price sensitivity directly impacted the purchase intention of consumers. There was no significant evidence of differences between the direct effect of eco-labeled sportswear and non-eco-labeled sportswear.This study would be helpful for all managers of eco-label brands to gain insights in a way to increase consumers purchase intention and target the right consumers.

Date of Award	5 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)