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A Conceptual Model of Consumer Intention to Continue Buying Eco-Labeled Products

Author

Listed:
  • Alexandra Perju-Mitran

    (Romanian-American University, Bucharest, Romania)

  • Andreea-Elisabeta Budacia

    (Romanian-American University, Bucharest, Romania)

  • Lucian Constantin Gabriel Budacia

    (Romanian-American University, Bucharest, Romania)

  • Marian-Florin Busuioc

    (Romanian-American University, Bucharest, Romania)

Abstract

The study of eco-labeled product purchasing behavior usually starts from a multidisciplinary set of fundamental theories and models depending on the approach towards the ecological behavior of the consumer. The proposed conceptual model is based on quantitative research on the intention of consumers to continue to buy eco-labeled goods for personal use. The model is analyzed using the structural equation modeling (SEM) technique, based on variance analysis, on a sample of 587 respondents. The analysis process consisted of two distinct stages, evaluating the accuracy of measurements, and testing the hypotheses. The conformity of the model was validated by studying its specific indicators. The 17 study hypotheses were tested by path coefficient analysis within the structural model, as well as the postulated moderating effect. Based on the conformity indices obtained, the model has good predictive and explanatory capacity. The only hypothesis refuted is the relationship between consumers’ perception of personal effectiveness and their intention to continue buying eco-labeled products. This relationship was not verified at the chosen significance threshold of .01. By analyzing the indirect and total effects, we demonstrated the existence of certain beliefs that directly influence consumers’ intention to continue buying eco-labeled products. The influence is also indirect through other variables such as perceived trust and perceived usefulness. The existence of a statistically significant effect from variables on an indirect path (expectations confirmation, ease of use of the ecolabel in purchasing eco-products) was also demonstrated. The explanatory and predictive capacity of the intention to continue buying eco-labeled products was increased by validating the proposed model.

Suggested Citation

  • Alexandra Perju-Mitran & Andreea-Elisabeta Budacia & Lucian Constantin Gabriel Budacia & Marian-Florin Busuioc, 2022. "A Conceptual Model of Consumer Intention to Continue Buying Eco-Labeled Products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(60), pages 546-546, April.
    • Handle: RePEc:aes:amfeco:v:24:y:2022:i:60:p:546
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Karthik Murali & Michael K. Lim & Nicholas C. Petruzzi, 2019. "The Effects of Ecolabels and Environmental Regulation on Green Product Development," Manufacturing & Service Operations Management, INFORMS, vol. 21(3), pages 519-535, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    ecolabel; purchase intent; structural equation modeling; green marketing; consumer behavior; purchase continuance.;
    All these keywords.

    JEL classification:

    • C52 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Evaluation, Validation, and Selection
    • C39 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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