Will eco-labels as a communication strategy for ecological information cause consumers to buy green products? Evidence from China

Purpose Eco-labels have evolved into pivotal factors shaping consumer preferences toward sustainable product selections, previous studies indicate that the effectiveness of eco-labels is closely intertwined with consumers’ personal characteristics and situational factors. This necessitates attention to specific content and presentation of the eco-label as well as a deep understanding of consumer motivations. In this context, the study aims to address the question: how do eco-labels and their various types align with consumers’ appeal to influence their green purchase behavior? Design/methodology/approach Through three studies, a total of 1,150 participants were involved in this research to explore the relationship between eco-label and the purchase intention of green products. Findings The results show that: First, consumers exhibit a stronger intention to purchase green products with eco-labels compared to those without. Second, perceived green authenticity serves as a mediator in the relationship between eco-labels and consumers’ purchase intentions for green products; it also mediates the effects of emotional eco-labels and numerical eco-labels on these intentions. Third, product type interacts with eco-label type in shaping consumers’ willingness to buy green products; specifically, for altruistic green products, emotional eco-labels have a stronger positive effect than numerical eco-labels, whereas for egoistic green products, numerical eco-labels are more effective than emotional ones. Originality/value This research offers valuable insights for businesses seeking to leverage eco-labeling strategies effectively in their marketing efforts aimed at promoting sustainable consumption.