Investigating the influence of eco-labels on consumer behavior in Indonesia’s developing green market

Purpose This study investigates ecological certification influence on environmentally conscious purchasing behavior within Indonesia’s emerging economy, analyzing demographic variables as moderating factors and exploring consumer belief-action inconsistencies. Design/methodology/approach This study combines theory of planned behavior with value-theory-norm framework, establishing a holistic model by analyzing data from 373 Indonesian consumers through multi-stage sampling and structural equation modeling techniques. Findings Environmental attitudes ( β = 0.31), eco-labeling ( β = 0.26) and subjective norms ( β = 0.23) demonstrate significant positive associations with green purchase intentions. Premium pricing negatively moderates these relationships, while educational attainment and female gender strengthen these associations, revealing demographic heterogeneity in eco-labeling response patterns. Research limitations/implications This study provides pivotal insights into Indonesian consumer behavior, though its applicability may be limited in culturally different emerging markets. Scholars should explore additional moderating variables and employ longitudinal methodologies to monitor relationship development through time. Practical implications The study provides significant Indonesian consumer behavioral insights; however, generalizability remains limited for emerging markets with unique cultural-economic environments. Further investigations should explore additional moderating factors utilizing longitudinal methodologies. Social implications Financial constraints impede sustainable consumption adoption in emerging economies, necessitating regulatory frameworks that minimize eco-friendly product costs for price-conscious consumers, effectively reducing the disparity between environmental attitudes and purchasing behaviors. Originality/value This study advances knowledge by empirically confirming price-based barriers in emerging economies where economic considerations eclipse environmental priorities, revealing demographic contingencies in eco-label efficacy and corroborating integrated theoretical frameworks that elucidate sustainable consumption attitude-behavior disparities in developing nations.