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The Impact of Eco-Label on the Young Chinese Generation: The Mediation Role of Environmental Awareness and Product Attributes in Green Purchase

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  • Yao Song

    (School of Design, The Hong Kong Polytechnic University, Hongkong 999077, China)

  • Zhenzhen Qin

    (School of Design, The Hong Kong Polytechnic University, Hongkong 999077, China
    School of Journalism and Communication, Anhui Normal University, Anhui 241002, China)

  • Qi Yuan

    (School of Journalism and Communication, Anhui Normal University, Anhui 241002, China)

Abstract

Environmental surroundings are highly shaped by consumer choice. Eco-label has been discussed as an effective tool for promoting such environmental product information from the producer to the consumer in relevant literature; however, the young generation has seldom been examined in previous research. Additionally, studies on the structural process of eco-label’s impact on green purchase remain limited, especially the mediation effects within the process. Regarding this research gap, the current study empirically tested the effects of eco-label on product attributes, environmental attitude, environmental concern and consequent purchase behavior from the young Chinese generation perspective. The intermediary role of product attribute is first investigated in the labeling-driven purchase, and the environmental attitude and concern are tested respectively to better understand the young generation’s awareness, compared to previous relevant studies. Based on the appropriate sample collection (N = 699), a structural equation model (SEM) was used, and results statistically showed the impact of eco-label mediated by product attributes on environmental attitude and environmental concern, and how green purchase behavior was influenced through this process significantly. Theoretical contributions and managerial implications are also discussed in this study.

Suggested Citation

  • Yao Song & Zhenzhen Qin & Qi Yuan, 2019. "The Impact of Eco-Label on the Young Chinese Generation: The Mediation Role of Environmental Awareness and Product Attributes in Green Purchase," Sustainability, MDPI, vol. 11(4), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:4:p:973-:d:205768
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    References listed on IDEAS

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    9. Margo E. Barker & Francis Wong & Christopher R. Jones & Jean M. Russell, 2019. "Food Purchasing Decisions and Environmental Ideology: An Exploratory Survey of UK Shoppers," Sustainability, MDPI, vol. 11(22), pages 1-18, November.
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    15. Ulva Arsyistawa & Arif Hartono, 2022. "The effect of eco-label and perceived consumer effectiveness toward green purchase," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(9), pages 57-66, December.
    16. Desy Safitri & Fahrurrozi Fahrurrozi & Nina Nurhasanah & Arita Marini & Oman Unju Subandi & Shafruddin Tadjuddin & Murti Kusuma Wirasti & Irah Kasirah, 2022. "Effect of Eco-label and Renewable Energy Projects Knowledge on Environmental Awareness for Elementary School Students," International Journal of Energy Economics and Policy, Econjournals, vol. 12(3), pages 216-226, May.
    17. Jian DONG, 2020. "The Role Of Chinese Media In Promoting Sustainability," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 968-978, November.
    18. Siti Hasnah Hassan & Jasmine A. L. Yeap & Nabil Hasan Al-Kumaim, 2022. "Sustainable Fashion Consumption: Advocating Philanthropic and Economic Motives in Clothing Disposal Behaviour," Sustainability, MDPI, vol. 14(3), pages 1-17, February.
    19. Manjit Kour, 2024. "Understanding the drivers of green consumption: a study on consumer behavior, environmental ethics, and sustainable choices for achieving SDG 12," SN Business & Economics, Springer, vol. 4(9), pages 1-27, September.
    20. Pablo Farías, 2020. "Promoting the Absence of Pesticides through Product Labels: The Role of Showing a Specific Description of the Harmful Effects, Environmental Attitude, and Familiarity with Pesticides," Sustainability, MDPI, vol. 12(21), pages 1-8, October.
    21. Yao Song & Zhenzhen Qin & Zihao Qin, 2020. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase," SAGE Open, , vol. 10(4), pages 21582440209, October.
    22. Kyriakos Riskos & Paraskevi (Evi) Dekoulou & Naoum Mylonas & George Tsourvakas, 2021. "Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    23. Kashif Farhat & Sany Sanuri Mohd Mokhtar & Salniza Md. Salleh, 2020. "Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 147-168.
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    25. Baumeister, Stefan & Zeng, Cheng & Hoffendahl, Alex, 2022. "The effect of an eco-label on the booking decisions of air passengers," Transport Policy, Elsevier, vol. 124(C), pages 175-182.

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