Do eco-labels trigger green product purchase intention among emerging market consumers?

Purpose This study aims to explore the effect of eco-labels on green product purchase intention among consumers of electrical/electronic products in an emerging market context. Design/methodology/approach This study adopted an extended theory of planned behaviour to assess the effects of eco-labels. To measure the key constructs, scales pertaining to the relevant literature were used to design a structured questionnaire for empirical examination. A final data set of 680 consumers was analysed using structured equation modelling. Findings The results indicate that eco-labels significantly impact perceived behavioural control, attitude, subjective norms and consumers’ willingness to pay higher prices for environmentally friendly green products. Practical implications The findings not only complement research on green consumerism but also serve as an important direction for socially responsible marketers who aim to play an important role in propagating pro-social consumption among emerging cohorts of consumers. The importance of eco-labelling as an effective marketing tool is highlighted, with valuable insights for future research and practices pertaining to emerging consumer markets. Originality/value This study fills a void in contemporary research by examining consumers of electrical/electronic products that typically involve long-term usage, with potentially greater environmental footprints.