Predicting Eco-labeled Product Buying Behavior in an Emerging Economy through an Extension of Theory of Planned Behavior

Syed Shah Alam; Yi-Hui Ho; Saif Ahmed; Chieh-Yu Lin

doi:10.24857/rgsa.v18n9-039

Authors

Syed Shah Alam https://orcid.org/0000-0002-3402-5041
Yi-Hui Ho https://orcid.org/0000-0003-4779-682X
Saif Ahmed https://orcid.org/0000-0002-7088-2083
Chieh-Yu Lin https://orcid.org/0000-0003-3393-9674

DOI:

https://doi.org/10.24857/rgsa.v18n9-039

Keywords:

Eco-Labeled Products, Buying Behavior, Theory of Planned Behavior, Mediating-Moderating Model

Abstract

Purpose: This research attempts to explore the determinants of eco-labeled product buying behavior by extending the theory of planned behavior (TPB).

Theoretical framework: To build a comprehensive predicting model, environmental knowledge, perceived value, environmental concern, product knowledge, self-efficacy, consumer guilt, and eco-labeling are added to the traditional TPB.

Method: The proposed conceptual model was tested by conducting a questionnaire survey on consumers in an emerging economy. The partial least square-based structural equation modeling was used to analyze the data.

Results and conclusion: The results showed that product knowledge moderates the relationship between subjective norms and eco-labeled product buying intention. The results also reveal that attitude, perceived behavioral control, and subjective norm mediate the association between environmental concern and eco-labeled product buying intention. In addition to TPB constructs, consumer guilt, eco-labeling, perceived value, self-efficacy, and environmental knowledge significantly affect buying intention.

Originality/value: The current research addresses the research gap by empirically examining the in-depth effects, and the underlying mechanism of eco-label informed green purchase and its acceptance in Malaysian perspectives.

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