This study seeks to provide new insights into consumer confidence towards eco-labeled products. It examines beliefs and familiarity as predictors of consumer confidence towards eco-labeled products and purchasing intentions of eco-labeled products. It also examines the impact of consumer confidence on eco-labeled product purchase intention. A total of 125 individuals participated in this study. Results of path analysis using regression indicate that consumer confidence and beliefs towards eco-labeled products were positively correlated with purchasing intentions of eco-labeled products. In addition, it was found that beliefs and familiarity were influential factors in determining consumer confidence towards eco-labeled products. However, the path between familiarity and purchase intention was not supported. Based on the findings, government agencies as well as eco-product marketers should give adequate effort to improve consumer beliefs and confidence towards eco-labeling as to promote eco-products and green consumption.
کلید واژگان :Belief, Familiarity, Consumer Confidence, Purchase Intention.
ارزش ریالی : 600000 ریال
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