Eco-labels, green trust and eudaimonic wellbeing: a sustainable linkage to shape purchase intentions

Purpose This study aims to examine the effect of eco-labeling (EL) on customers’ intentions to make green purchases (GPI) for fast moving consumer goods (FMCG). This paper also investigates the mediating role of green trust (GT) and eudaimonic well-being (EWB) in shaping green purchase intentions. Design/methodology/approach A structured questionnaire was used to survey 328 FMCG customers and a conceptual model has been developed. Formulation and testing of hypotheses were performed to determine the results. Structural equation modeling through SmartPls has been used for measuring and evaluating the relationships between the variables. Findings The study reveals that GT positively mediates between EL and GPI for green products. However, this mediation is partial and complementary since EL has a significant direct effect on GPI. The relationship is also significantly improved by the serial mediation of GT and EWB. Altogether, the conceptual model was found to be a good fit as the total effect remains significant. Research limitations/implications The study solely observes the effect of EL practice on GPI and leaves room for exploring other green marketing strategies such as green branding, green advertising and green packaging in future research. Moreover, conducting regional level and longitudinal studies could provide additional insights to the findings. Originality/value This study extends existing green marketing literature by integrating EWB as a critical factor influencing green purchase intention along with EL in the theory of planned behavior (TPB) framework. Contrasting with prior research, which often inspects practical outcomes, this study emphasizes the role of psychological accomplishment and well-being in sustainable customer choices through TPB.