The Pathways From Eco‐Label to Green Purchase Behavior: The Roles of Eco‐Label Credibility, Knowledge, Attitude, and Trust

ABSTRACT With an emphasis on environmental attitudes and trust in eco‐labels as mediators, this study explores the relationships among eco‐label credibility, eco‐label knowledge, and green purchase behavior. By doing this, a more multifaceted understanding of psychological and informational factors that may motivate consumers to make green purchase decisions is provided. A quantitative survey collected responses from 409 consumers, and structural equation modeling and regression analyses were performed to test the proposed hypotheses. The results reveal a clear knowledge–behavior gap. Eco‐label knowledge does not, on its own, motivate people to buy green products. Only when eco‐label knowledge fosters trust and strengthens positive environmental attitudes does it become effective, especially in emerging market contexts. With the integration of three theories of Signaling Theory, the Elaboration Likelihood Model, and the Theory of Planned Behavior, this study explains how eco‐label information moves from being “just information” to becoming a psychological driver of actual behaviors.