Why Eco-labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers

An emerging topic in environmental management studies is the role of eco-labels in guiding consumers in their purchasing choices. In order to contribute to the current debate on this topic, this research paper aims to assess, through a quantitative analysis, whether the knowledge, awareness and information that consumers gather on the environmental impact of a product through an eco-label can stimulate an eco-friendly behavior. Moreover, we assess whether general attitudes in purchasing behaviors determine a personal attitude toward ecological consumption. The findings from this study, which is based on a large dataset of Italian consumers, highlight a significant role of eco-labels in increasing the consumer's perceived behavioral control, unlike loyalty in brand and in store, which do not exert a significant influence. Practical implications for green business strategies emerge. Copyright (c) 2013 John Wiley & Sons, Ltd and ERP Environment