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.
CITATION STYLE
Alam, S. S., Ho, Y. H., Ahmed, S., & Lin, C. Y. (2024). PREDICTING ECO-LABELED PRODUCT BUYING BEHAVIOR IN AN EMERGING ECONOMY THROUGH AN EXTENSION OF THEORY OF PLANNED BEHAVIOR. Revista de Gestao Social e Ambiental, 18(9). https://doi.org/10.24857/rgsa.v18n9-039
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