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Article

Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model

1
Laboratory of Digital Marketing and Strategic Communication, Department of Journalism and Mass Communications, Aristotle University of Thessaloniki, 54625 Thessaloniki, Greece
2
Department of Tourism, Ionian University, 49100 Corfu, Greece
*
Author to whom correspondence should be addressed.
Academic Editor: Iris Vermeir
Sustainability 2021, 13(12), 6867; https://doi.org/10.3390/su13126867
Received: 16 May 2021 / Revised: 11 June 2021 / Accepted: 15 June 2021 / Published: 17 June 2021
(This article belongs to the Special Issue Advertising and Sustainable Development)
Ecolabels are regarded as an exceptional marketing and advertising tool that informs contemporary consumers about the green traits of a product. They provide information that motivates consumers to exhibit a positive attitude and actual behavior towards a green product purchase. Despite the growing interest in the relationship between green attitude and the corresponding green purchase behavior, studies that investigate the influence of ecolabel features on this relationship are rather scarce. In the present study, a survey carried out in Greece with a sample of 571 participants, examined the direct and indirect effects of ecolabel credibility and ecolabel involvement on attitude and actual behavior about green product purchase. A multiple mediation model about green purchase behavior was developed. Results highlighted the crucial role of ecolabel credibility that positively influences attitude towards green product purchase as well as ecolabel involvement. Moreover, emphasis was given on the concepts of attitude towards green product purchase and ecolabel involvement that proved to be significant mediators of this model. Findings can provide useful guidance to green marketers so that they can generate effective strategies based of ecolabels and favor a positive attitude towards green product purchase that ultimately will enhance green product purchase behavior. View Full-Text
Keywords: green marketing; ecolabel credibility; ecolabel involvement; attitude towards green product purchase; green product purchase behavior; multiple mediation model green marketing; ecolabel credibility; ecolabel involvement; attitude towards green product purchase; green product purchase behavior; multiple mediation model
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MDPI and ACS Style

Riskos, K.; Dekoulou, P.; Mylonas, N.; Tsourvakas, G. Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model. Sustainability 2021, 13, 6867. https://doi.org/10.3390/su13126867

AMA Style

Riskos K, Dekoulou P, Mylonas N, Tsourvakas G. Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model. Sustainability. 2021; 13(12):6867. https://doi.org/10.3390/su13126867

Chicago/Turabian Style

Riskos, Kyriakos, Paraskevi Dekoulou, Naoum Mylonas, and George Tsourvakas. 2021. "Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model" Sustainability 13, no. 12: 6867. https://doi.org/10.3390/su13126867

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