Unlocking Green Buying: Exploring How Environmental Cues Shape Value Perceptions and Consumer Choices

Purpose – Clean water is an essential resource for human life, making it a central focus for consumer product industries. Among various sustainability strategies, the use of eco-labels on product packaging has emerged as a key approach to attract environmentally conscious consumers. This study aims to examine the influence of eco-labels on consumer purchase decisions, with a particular focus on the mediating role of perceived value. The research targets consumers of Le Minerale, a bottled water brand known for implementing eco-label strategies.Design/methods/approach – A quantitative approach was adopted, employing both descriptive and verification methods. Data were collected through simple random sampling from 200 respondents who had purchased and consumed Le Minerale. The analysis measured the direct and indirect effects of eco-labels on purchase decisions through perceived value using path analysis and Sobel test.Findings – The findings reveal that eco-labels are perceived positively, perceived value is rated high, and purchase decisions are evaluated as good. Eco-labels significantly influence purchase decisions both directly and indirectly through perceived value, confirming its role as a mediating variable.Research implications/limitations – This study is limited to a single product category and a specific geographic area. Therefore, caution is advised when generalizing the results. Additionally, the sampling design may restrict the broader applicability of the findings.Originality/value – This research contributes to the literature on sustainable consumer behavior by providing empirical evidence on how eco-labels affect purchase decisions in the bottled water industry. It highlights the strategic importance of perceived value as a psychological mechanism that links environmental labeling with consumer behavior