Integrating eco-labeling and green advertising in achieving Sustainable Development Goal 12

Sustainable Development Goal 12 (SDG-12), that is the responsible consumption and production, is aimed to encourage producers and consumers to consider sustainable development while producing and consuming products. However, it is imperative to estimate the social achievement of SDG-12 objective at the consumption end. Eco-labeling and green advertising are the common business marketing strategies employed to inform and influence consumers to make environmentally conscious choices. This study explores the integrated factors of these strategies to influence consumer perceptions, attitudes, and purchase intentions toward environmentally friendly products in a developing country. The data from 327 respondents using a survey questionnaire are analyzed using structural model equation to measure the hypothetical relationship of eco-labeling and green advertising in achieving SDG-12. The results indicate that perceived effectiveness, environmental awareness, green trust, and perceived information quality as instrumental factors directly contributing to consumers' intentions to engage in green purchases eventually ensuring SDG-12 targets, while price sensitivity is the major challenge that is required to be addressed.