Why Eco‐labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers |
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| Authors: | F Testa F Iraldo A Vaccari E Ferrari |
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| Institution: | 1. Institute of Management – Sant'Anna School of Advanced Studies, Pisa, Italy;2. IEFE – Institute for Environmental and Energy Policy and Economics, Bocconi University, Milan, Italy;3. University of Ferrara, Ferrara, Italy;4. Indica srl – Environmental Consultant Company, Ferrara, Italy;5. IRS – Institute for Social Research, Bologna, Italy |
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| Abstract: | 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 © 2013 John Wiley & Sons, Ltd and ERP Environment |
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| Keywords: | ecological behavior eco‐label green consumer green marketing |
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