The Impact of Ecolabels and Sustainability Marketing on Consumer Perceptions and Purchase Intentions in India

Sustainable textile products have gained popularity in recent years. This research examines the impact of eco-labelling and sustainable-forward advertising on consumer purchasing intentions for textile goods in India. Out of a sample of 51 individuals, 2 randomized groups with at least 25 individuals each emerged. The experimental group was provided with the survey featuring a sustainability-forward advertisement of a carpet with an ecolabel, while the control group was given a survey with only product details. Product ratings were based on features like Durability, Quality, Design and Style, Ease of Cleaning, Stain Resistance, Color, and Sustainability. The collected data were analyzed using descriptive statistics, correlation analysis, and linear regression. Results stated that marketing products that are sustainable with ecolabels led to perceptions of lower durability, cleaning difficulties, and ease of staining. Moreover, it is associated with higher quality, better design and style, and sustainability. However, a weak positive correlation existed between the sustainability of the product and consumers’ purchase intentions. Regression analysis concluded that product features significantly impacted willingness to buy and willingness to recommend. In contrast, ecolabels and advertisements significantly influence willingness to recommend, but do not directly affect buying decisions. This allows companies to prioritize balanced approaches towards advertising products using product features and ecolabels.