عوامل موثر بر قصد رفتاری نسبت به مصرف محصولات با برچسب سبز : ادغام شناخت اجتماعی و هزینه جستجو

The concept of eco-labelling has been widely discussed in literature. Different studies have used different theories to explain behavioural intention towards the consumption of eco-labelled products. However, to date there has been little or no empirical research to test an integrated conceptual framework utilizing the Social Cognitive Theory (SCT) and Transaction Cost Theory (TCT), incorporating an economic view of transaction cost – in particular searching cost. This research aims to fill that gap by examining the predictive effect of a theoretical framework based on SCT and TCT on behavioural intention towards the consumption of eco-labelled products. Based on SCT, perceived critical mass (the result of social interaction) and individual beliefs can influence consumer confidence, and consequently impact on behavioural intention towards the consumption of eco-labelled products. At the same time, TCT posits that transaction costs (i.e. searching cost) influence consumer behavioural intentions or decisions; in particular, behavioural intention towards the consumption of eco-labelled products. The objectives of this research are: (i) to examine the direct effects of perceived critical mass, consumer confidence, and searching cost on behavioural intention towards the consumption of eco-labelled products; (ii) to examine the direct effects of perceived critical mass and beliefs on consumer confidence towards eco-labelled products; and (iii) to examine the indirect effects of perceived critical mass on behavioural intention towards the consumption of eco-labelled products, mediated by consumer confidence. This research uses a cross-sectional survey to gather quantitative data to examine the research model. A total of 300 individuals participated in the study. The research model was evaluated using the Partial Least Square-Structural Equation Modelling (PLS-SEM) technique. The research findings indicate that consumer confidence and searching cost have a direct effect on behavioural intention towards the consumption of eco-labelled products. In addition, consumer confidence is significantly explained by beliefs and perceived critical mass. At the same time, consumer confidence mediates the path between perceived critical mass and behavioural intention towards the consumption of eco-labelled products. On the theoretical side, this research contributes to the extant literature by further explaining the determinants of behavioural intention towards the consumption of eco-labelled products. The uniqueness of this study is that it integrates SCT and TCT into one research model to give a more comprehensive explanation of the determinants of behavioural intention towards the consumption of eco-labelled products. It also clarifies the role of consumer confidence as a mediating factor influencing of behavioural intention towards the consumption of eco-labelled products. On the practical side, the results of this study suggest that marketers need to improve consumer confidence in eco-labelled products. This could be achieved by managing better consumer beliefs about the attributes and characteristics of eco-labelled products, as well as improving communication among eco-labelled product users, to strengthen perceived critical mass. Marketers should also closely monitor the searching cost of eco-labelled products.