Examining the Attitude–Behavior Gap in EU Ecolabel Adoption: A Mediation Path Analysis

Abstract

The EU Ecolabel, established in 1992, aims to promote sustainable consumption, yet a significant gap persists between consumers’ positive environmental attitudes and their actual purchasing behavior of ecolabeled products. This study examines the attitude–behavior gap in EU Ecolabel adoption across Europe, leveraging data from the 2023 Eurobarometer survey with 26,630 valid responses from all EU member states. Using mediation path analysis, the research investigates the factors mediating the relationship between environmental knowledge and purchasing behavior, including environmental attitude, ecolabel trust, and environmental concern. The study applies an integrated theoretical framework combining the Knowledge–Attitude–Behavior model and Attitude–Behavior–Context theory to explain the complexities of consumer behavior towards ecolabeled products. The findings reveal the interplay of direct and indirect effects among ecolabel knowledge, trust, environmental concern, attitude, and buying behavior, while also considering demographic factors’ influence such as age, gender, education level, and residential setting. The research provides a comprehensive cross-country analysis within the EU, offering insights into bridging the attitude–behavior gap and enhancing the adoption of eco-friendly products. The results have significant implications for policymakers, marketers, and researchers in promoting sustainable consumer behavior, improving environmental label effectiveness, and developing targeted interventions to increase ecolabel adoption rates.

1. Introduction

The increasing awareness of environmental issues has led consumers and policymakers alike to emphasize sustainable practices [1]. One such initiative aimed at promoting sustainability is the EU Ecolabel, established in 1992. This label is designed to help consumers identify products and services that have a reduced environmental impact throughout their life cycle. Over the past three decades, the EU Ecolabel has expanded to cover a wide range of product categories, including detergents, paper products, and electronic equipment, making it a crucial tool for guiding consumers towards more sustainable choices [2].

The EU Ecolabel is the official voluntary environmental labeling scheme of the European Union. As a cornerstone of the EU’s Sustainable Consumption and Production policy, it aims to mitigate the negative environmental impacts of consumption and production patterns across member states.

The certification process for the EU Ecolabel is rigorous and multifaceted. Companies initiate the process by submitting an application to a Competent Body within their EU Member State. This body then conducts a thorough assessment of the product against specific EU Ecolabel criteria. If the initial evaluation is favorable, an on-site verification follows to ensure compliance. Upon successful completion of all stages, the EU Ecolabel is awarded for a defined period, signifying the product’s adherence to high environmental standards [2].

To obtain certification, products must meet a comprehensive set of environmental criteria. These criteria, developed through extensive consultation with experts and key stakeholders, encompass various aspects of environmental impact. They focus on reducing energy consumption, minimizing water pollution, limiting air emissions, restricting the use of harmful substances, promoting sustainable resource use, and ensuring product safety and performance. It is worth noting that these requirements are not static; they evolve regularly to reflect technological advancements and changing market expectations, ensuring the EU Ecolabel remains at the forefront of environmental standards.

The regulation of the EU Ecolabel involves a multi-tiered governance structure to maintain its credibility and consistency across all member states. At the highest level, the European Commission oversees the scheme, proposing and adopting criteria for each product group. The European Union Ecolabelling Board (EUEB) plays a crucial role in the development and revision of these criteria. At the national level, Competent Bodies are responsible for implementing the scheme, processing applications, awarding the label, and conducting market surveillance. Accredited verification bodies complete the regulatory framework by conducting testing and verifying compliance with EU Ecolabel criteria [3].

This comprehensive approach to certification, criteria setting, and regulation ensures that the EU Ecolabel remains a trusted and effective tool in promoting sustainable consumption across the European Union. By providing consumers with reliable information about the environmental impact of products, the EU Ecolabel aims to bridge the gap between environmental consciousness and purchasing behavior.

Despite the clear benefits of the EU Ecolabel, there remains a significant gap between consumers’ positive attitudes towards environmentally friendly products and their actual purchasing behavior. A 2023 Eurobarometer survey revealed that while 73% of Europeans consider a product’s environmental impact important for their purchasing decisions and 81% agree that buying eco-friendly products makes a difference, only 38% had actually bought products with the EU Ecolabel certification [4]. Consumers often express strong pro-environmental attitudes but fail to translate these attitudes into concrete actions at the point of purchase. Understanding the underlying factors that contribute to this gap is essential for improving the effectiveness of environmental labeling and promoting sustainable consumption.

The attitude–behavior gap in environmental consumerism is a complex phenomenon influenced by various factors. Environmental and ecolabel knowledge, as well as trust in ecolabels, have been identified as key factors that can positively impact pro-environmental consumer behavior [5]. Consumer involvement and perceived effectiveness are suggested as moderators that can strengthen the attitude–behavior relationship [6]. The macro environment, consumer effectiveness, information, social obligation, and marketing are also identified as important factors in closing the gap [7]. However, the gap is not fully explained, and there is a need for further research on the underlying mechanisms and their impact on green consumption behavior [8].

This study aims to provide a scientific evaluation of the EU Ecolabel’s impact on consumer behavior across Europe, particularly in light of its 30th anniversary. By leveraging data from the 2023 Eurobarometer survey, which includes 26,630 valid responses from all EU member states, we seek to explore the complexities of the attitude–behavior gap in the context of ecolabeled products. Specifically, we will conduct a mediation path analysis to identify the factors that mediate the relationship between environmental knowledge and purchasing behavior.

The primary objectives of this research are fivefold. First, we aim to assess the influence of environmental attitude on ecolabel buying behavior across the European Union, with a specific focus on the EU Ecolabel. Second, we seek to identify and analyze the key factors that mediate the relationship between ecolabel knowledge and ecolabel buying behavior, including environmental attitude, ecolabel trust, and environmental concern. Third, we will examine the complex interplay of direct and indirect effects among ecolabel knowledge, ecolabel trust, environmental concern, environmental attitude, and ecolabel buying behavior. Fourth, we intend to investigate the role of demographic factors (age, gender, education level, and residential setting) in shaping ecolabel buying behavior across different European countries. Finally, we aim to explore the extent and nature of the attitude–behavior gap in ecolabel adoption among European consumers, and to identify potential strategies for bridging this gap.

By addressing these objectives, this study aims to fill several gaps in the existing literature. While there has been extensive research on the EU Ecolabel and consumer behavior, much of this research has been country-specific or focused on particular product categories [9]. Our study will provide a comprehensive cross-country analysis within the EU, offering a broader perspective on consumer behavior towards ecolabeled products. Additionally, the use of mediation path analysis will allow us to delve deeper into the complex relationships between attitudes, knowledge, trust, satisfaction, and behavior, providing more nuanced insights into the factors that bridge the attitude–behavior gap.

Ultimately, this research seeks to advance the literature on sustainable consumption by elucidating the complexities of consumer behavior in relation to environmental labeling. The findings will have significant implications for policymakers, marketers, and researchers, offering strategies to enhance the adoption of eco-friendly products and improve the effectiveness of environmental labels like the EU Ecolabel. Through a better understanding of the attitude–behavior gap, we can develop more targeted interventions to promote sustainable consumer behavior and contribute to the broader goal of environmental sustainability.

2. Theoretical Framework and Hypotheses

The attitude–behavior gap in ecolabel purchasing can be explained by a combination of economic and behavioral theories. Perry (2016) [10] and Budhathoki (2019) [11] both highlight the role of personal cost benefits, emotional benefits, and convenience in influencing purchasing behavior, suggesting that these factors may override environmental concerns. Manajemen (2020) [12] further emphasizes the need for marketers to understand and address this gap, potentially through targeted messaging and incentives. Riskos (2021) [13] adds to this by underscoring the importance of ecolabel credibility and involvement in shaping attitudes and behavior towards green product purchase. These studies collectively suggest that while environmental attitudes are important, they may not always translate into purchasing behavior due to the influence of personal and economic factors, as well as the credibility and involvement of ecolabels.

A more integrative effort for explaining the attitude–behavior gap in ecolabels was made by Dhir et al. (2021) [14]. They used use Knowledge–Attitude–Behavior and Attitude–Behavior–Context theory to examine the attitude–behavior gap in the context of green apparel.

The Knowledge–Attitude–Behavior (KAB) model posits a sequential flow where knowledge acquisition leads to the formation of attitudes, which in turn drive behaviors. Proposed by Kallgren and Woods (1986) [15], this model has been frequently applied in various contexts, particularly in understanding pro-environmental behaviors [16]. Building upon the KAB model, let us delve deeper into its three stages:

• Knowledge: The initial stage involves the acquisition of relevant knowledge about a particular behavior or product. In the context of green consumption, this knowledge can pertain to the environmental impact of products, the benefits of eco-friendly practices, and the credibility of ecolabels [17].
• Attitude: Gaining knowledge leads to the development of either positive or negative attitudes towards the behavior or product. For instance, informed consumers may develop favorable attitudes towards ecolabeled products [5]. However, the relationship between knowledge and attitude is complex and may be influenced by factors such as cognitive dissonance and personal values [18,19].
• Behavior: Finally, the attitudes shape the actual behaviors. Positive attitudes are expected to translate into pro-environmental behaviors, such as purchasing eco-friendly products. However, the attitude–behavior gap indicates that this translation is not always straightforward [6,8].

The KAB model is particularly useful for highlighting the importance of educational and informational campaigns in bridging the gap between attitudes and behaviors. By enhancing consumer knowledge, policymakers and marketers can foster positive attitudes, which may eventually lead to more consistent behaviors.

The Attitude–Behavior–Context (ABC) theory, proposed by Guagnano et al. (1995) [20], provides a more nuanced understanding of the attitude–behavior relationship by incorporating contextual factors. This theory suggests that behavior is an outcome of the interplay between attitudes and contextual factors. For a more comprehensive understanding, the ABC theory can be broken down into its three constituent parts:

• Attitude: Similar to the KAB model, attitudes towards a behavior or product are shaped by the individual’s knowledge and beliefs. However, the ABC theory emphasizes that attitudes alone are insufficient to predict behaviors [21].
• Behavior: The theory posits that for behaviors to manifest, positive attitudes must be supported by conducive contextual factors. This can include social norms, situational cues, and external conditions that either facilitate or hinder the behavior [22,23].
• Context: Contextual factors play a crucial role in shaping behaviors. For instance, the availability of eco-friendly products, the ease of accessing these products, and social influences can significantly impact whether a positive attitude towards environmental sustainability translates into actual pro-environmental behavior [24,25]. The theory asserts that even individuals with positive attitudes may fail to exhibit corresponding behaviors if the contextual factors are not supportive.

While both the KAB model and the ABC theory provide valuable insights, they also highlight different aspects of the attitude–behavior gap. The KAB model is instrumental in understanding the role of knowledge and attitudes, whereas the ABC theory underscores the importance of contextual factors in the context of EU Ecolabel adoption. Integrating both frameworks can offer a comprehensive approach to addressing the attitude–behavior gap. This article utilizes the integrative model proposed by Dir et al. (2021) [14], adapted to our research goals, to examine the mediating factors bridging the gap.

Drawing on the KAB and ABC frameworks, our research model posits EU Ecolabel Knowledge (EK), Environmental Concern (EC), EU Ecolabel Trust (ET), and Environmental Attitude (EA) as key factors influencing Ecolabel products Buying Behavior (BB). We further investigate the mediating roles of environmental attitude, environmental concern, and EU Ecolabel Trust.

Building upon these theoretical foundations and the empirical evidence discussed above, we now present a series of hypotheses that will guide our investigation into the attitude–behavior gap in EU Ecolabel adoption. These hypotheses, grounded in the literature reviewed, are formulated to explore the complex relationships between ecolabel knowledge, environmental attitudes, ecolabel trust, environmental concern, and buying behavior. By testing these hypotheses, we aim to provide a comprehensive understanding of the factors that influence consumers’ adoption of ecolabeled products and the mechanisms through which these factors operate.

2.1. Environmental Attitude and Ecolabel Buying Behavior

Numerous studies have demonstrated a positive link between environmental attitudes and pro-environmental consumer behaviors, including purchasing products with ecolabels [5]. Environmental attitudes encompass an individual’s values, beliefs, and concern towards environmental issues. Research indicates that these attitudes play a crucial role in shaping consumption patterns and purchase intentions for eco-friendly products [26].

In the agricultural and food sectors, ecolabels have been shown to significantly influence consumer attitudes and purchase decisions. Hà et al. (2019) [27] found that increased ecolabel knowledge and exposure positively affected attitudes towards ecolabeled food products, which in turn increased green purchase intentions. Similar results have been observed across other product categories like household cleaners, personal care, and apparel [28].

However, while consumers tend to have generally positive attitudes towards ecolabels and their environmental benefits, their specific knowledge and trust in different labeling schemes can vary considerably [29]. A significant proportion of consumers remain skeptical about the credibility of some ecolabel claims, believing manufacturers may use them merely as marketing tools rather than guarantees of environmental integrity [30]. This skepticism can dampen attitudes and purchase intentions.

Crucially though, research confirms that positive environmental attitudes remain one of the strongest predictors of ecologically conscious behaviors like buying ecolabeled products [26,31]. Those with stronger pro-environmental values and who believe their purchase choices can make a tangible difference are much more likely to seek out and purchase ecolabeled goods and services.

Therefore, while consumer skepticism towards certain labeling claims can hinder ecolabel effectiveness, initiatives that enhance environmental literacy, build consumer trust and cultivate positive environmental attitudes can significantly increase demand for ecolabeled products [28]. As attitudes become more favorable through education, the Theory of Planned Behavior suggests this will manifest in higher rates of actual ecolabel purchasing [32].

Therefore, an extensive body of literature supports the hypothesis that environmental attitude exerts a positive influence on ecolabel product buying behavior. Efforts to nurture pro-environmental attitudes through knowledge dissemination and restorating consumer confidence in labeling trustworthiness can unlock more sustainable consumption patterns. Based on these assumptions, we propose the following hypothesis:

H1:

Environmental attitude has a positive association with ecolabel buying behavior.

2.2. Environmental Concern, Environmental Attitude, and Ecolabel Buying Behavior

Numerous studies across various contexts have consistently demonstrated the positive relationships between environmental concern, environmental attitudes, and pro-environmental purchasing behaviors like buying ecolabeled products [13]. Environmental concern refers to an individual’s level of worry, anxiety or consciousness about threats to the environment, while environmental attitude reflects their overall evaluation, values and beliefs towards environmental protection [33].

A substantial body of literature provides empirical evidence supporting the hypothesis that higher levels of environmental concern are positively associated with more favorable environmental attitudes. As individuals become more concerned about environmental issues, they tend to develop stronger pro-environmental values, beliefs and attitudes [5,34,35]. Environmental knowledge, education, and trust in eco-certification schemes have been identified as key antecedents that shape and strengthen this association [5,28].

Environmental attitude, molded by this underlying concern, has consistently emerged as one of the most robust predictors of consumers’ intentions to purchase ecolabeled and environmentally friendly products across numerous product categories. Studies by Fontes et al. (2021) [36] demonstrated that positive environmental attitudes, along with ecological concern itself, are crucial determinants of green purchase intentions and behaviors. These findings align with well-established environmental psychology models like the Theory of Planned Behavior [32] and the Norm Activation Model [37].

Specifically in the context of ecolabeled products, research has shown that consumers with greater environmental concern tend to place more importance on environmental certifications and ecolabels when making purchase decisions [28,38]. They perceive ecolabels as credible signals of a product’s environmental integrity and are more willing to factor them into their evaluations. Subsequently, ecolabel products become more appealing purchasing options that align with their environmental values and concern.

However, the strength of these relationships can vary across different demographic segments. Notably, studies suggest women tend to exhibit higher levels of environmental concern, more positive environmental attitudes, and a greater likelihood of purchasing eco-friendly and ecolabeled products compared to men [36,39,40,41].

To capitalize on these insights, organizations can employ strategies like environmental advertising, prominent ecolabeling, and educational campaigns to heighten consumers’ environmental concern while shaping favorable attitudes towards ecolabeled offerings [28,38,39]. Transparently communicating a brand’s sustainability initiatives, certified practices, and the meaning behind specific ecolabels can resonate with environmentally conscious market segments.

In essence, an extensive collection of empirical evidence spanning multiple disciplines provides robust support for the hypothesized positive associations between environmental concern, environmental attitudes, and the purchasing of ecolabeled products. We therefore propose the following hypotheses:

H2:

Environmental concern has a positive association with environmental attitude.

H3:

Environmental concern has a positive association with ecolabel buying behavior.

2.3. Ecolabel Trust, Environmental Attitude, Ecolabel Buying Behavior, and Environmental Concern

A substantial body of research across various contexts provides compelling evidence for the positive association between ecolabel trust and favorable environmental attitudes. Ecolabels, as certifications and informational cues about a product’s environmental performance, play a critical role in shaping consumer perceptions, attitudes and purchase behaviors [28,42].

Trust in ecolabels emerges as a key determinant of whether consumers view these sustainability claims as credible signals of environmental integrity or mere “greenwashing” tactics. When consumers have confidence in the accuracy, independence and robustness of an ecolabeling program, they are more likely to develop positive attitudes towards the certified products and associated environmental benefits [5,43].

This link between ecolabel trust and environmental attitude is well-documented across sectors like food, personal care and household products. Taufique et al. (2017) [5] found that higher trust in ecolabels was significantly associated with more favorable attitudes towards environmental protection and sustainability among Bangladeshi consumers. Similarly, Ríos et al. (2006) [44] demonstrated that independent environmental certifications like the certification granted by the Association Internationale de la Savonnerie, de la Detergence et des Produits d’Entretien (AISE) and ISO standard 14001 improved brand attitudes and equity by signaling a brand’s commitment to environmental values.

In the apparel industry, Riskos et al. (2021) [13] highlighted the pivotal role of ecolabel credibility in influencing attitudes and purchase intentions for green clothing. Consumers who perceived certifications as trustworthy reported more positive attitudes and stronger preferences for ecolabeled garments over conventional alternatives.

Furthermore, Atkinson and Rosenthal (2014) [28] found that specific argument-based cues and “reason” labeling on ecolabels were more effective in fostering trust and pro-environmental attitudes compared to simple seals or symbols, particularly for low-involvement product categories. Providing clear, substantive environmental information enhanced the persuasiveness of the eco-claim.

However, the degree to which ecolabel trust shapes environmental attitudes can be moderated by other factors like environmental concern, knowledge levels, and personal values [45]. Individuals with higher baseline environmental concern tend to scrutinize ecolabels more critically and may require stronger trust-building measures before revising their attitudes. Nevertheless, ample evidence suggests that bolstering consumer confidence and trust in ecolabeling schemes, through initiatives like third-party verification, standardized criteria and educational campaigns, can cultivate more favorable environmental dispositions and mindsets [38,42].

In essence, an ecolabel’s credibility acts as a vital bridge between objective environmental claims and subjective consumer attitudes. By enhancing trust through transparency, accountability, and robust certification processes, organizations can leverage ecolabels to more effectively shift consumer mindsets towards greater environmental consciousness. This, in turn, can drive demand for sustainable products by aligning them with prevailing attitudes and value systems.

Drawing on the theoretical foundation established above, we propose the following hypothesis:

H4:

Ecolabel trust has a positive association with environmental attitude.

Extensive research across diverse product categories and geographical contexts provides compelling evidence for the critical role of ecolabel trust in driving sustainable purchasing behavior. As environmental certifications and labeling schemes proliferate, consumer trust emerges as a vital prerequisite for these ecolabels to effectively influence buying decisions and promote environmentally friendly choices [46].

Numerous studies have empirically demonstrated the positive association between trust in ecolabels and actual purchases of certified green products. Taufique et al. (2017) [5] found that higher trust in ecolabel credibility was a significant predictor of pro-environmental buying behavior among Bangladeshi consumers. Similarly, Riskos et al. (2021) [13] highlighted how perceived credibility of ecolabels directly impacted consumers’ purchase intentions for ecolabeled products.

This relationship is further corroborated by research examining the importance consumers place on ecolabels during purchase evaluation. Gorton et al. (2021) [47], in a study spanning seven European countries, identified trust as the foremost factor determining the reported use and influence of ecolabels like the EU Green Leaf, AB–agriculture biologique from France, Bio-siegel (Ecolabel) from Germany, and oргански прoизвoд (Organic product) from Serbia, when buying food products.

The mechanisms underlying this trust-behavior relationship are multifaceted. At a fundamental level, trusted ecolabels function as credible signals that help consumers navigate product choices by identifying environmentally superior alternatives [28]. When consumers have confidence that an ecolabel accurately represents a product’s environmental integrity, they can more easily factor sustainability into their purchase decisions.

Additionally, ecolabel trust alleviates consumer skepticism towards perceived “greenwashing” claims, which tend to undermine positive environmental attitudes and purchase intentions [48]. By enhancing transparency and substantiating environmental marketing messages, trusted ecolabels help overcome this cynicism barrier [49].

However, the extent to which ecolabel trust influences buying behavior can depend on factors like product category knowledge, personal environmental values, and socio-demographic characteristics [41,45]. For certain consumer segments with high environmental concern, ecolabel trust may be an even more crucial determinant of green purchases.

In synthesis, a wide-ranging body of empirical research provides robust support for the hypothesis that ecolabel trust positively influences purchasing behavior of certified green products. Drawing on the theoretical framework established above, we propose the following hypotheses to examine:

H5:

Ecolabel trust has a positive association with ecolabel buying behavior.

H6:

Ecolabel trust has a positive association with environmental concern

2.4. Ecolabel Knowledge, Environmental Attitude, Ecolabel Trust, and Environmental Concern

Knowledge about ecolabels contribute significantly to forming and enhancing environmental attitudes. Ecolabels serve as educational tools that help consumers differentiate environmentally friendly products from others, thus promoting informed decision-making. Understanding that products with ecolabels are less harmful to the environment can foster positive environmental attitudes, encouraging consumers to support sustainable practices.

A growing body of research convincingly demonstrates a positive association between ecolabel knowledge and environmental attitude. Consumers with a greater understanding and awareness of ecolabels exhibit attitudes that are more favorable and engage in behaviors that promote environmental protection. Taufique et al. (2017) [5] concluded that ecolabel knowledge and trust significantly influence pro-environmental consumer behavior, such as purchasing environmentally friendly products and supporting sustainable practices. Similarly, Riskos et al. (2021) [13] highlighted the critical role of ecolabel credibility and consumer involvement, in addition to knowledge, in shaping positive environmental attitudes and purchasing decisions.

However, to maximize their impact on environmental attitudes and behaviors, Ellen (1994) [50] emphasized the need for standardized and clear ecolabel meanings, as well as effective consumer education programs, to maximize their impact on environmental attitudes and behaviors. This view is supported by Sabilla and Hendayani (2022) [51], who demonstrated a positive effect of ecolabels on environmental attitudes and green purchases, mediated by product attributes and increased environmental awareness. Their research suggests that ecolabels not only influence consumer attitudes directly but also indirectly by enhancing the perceived environmental benefits of products and raising overall environmental consciousness.

Furthermore, Thøgersen (2000) [52] found that ecolabel knowledge and environmental attitudes are reciprocally related, with each factor reinforcing the other. Consumers with stronger environmental attitudes are more likely to seek out and acquire knowledge about ecolabels, which in turn strengthens their pro-environmental attitudes and behaviors. This cyclical relationship highlights the potential of ecolabels to initiate and sustain positive environmental attitudes and behaviors among consumers.

Therefore, we propose:

H7:

Ecolabel knowledge has a positive association with environmental attitude.

Ecolabels are designed to provide consumers with specific information regarding the environmental qualities of products. According to the International Organization for Standardization (ISO), there are standards in place to ensure that ecolabels convey accurate and meaningful information. For these labels to be effective, consumers must not only understand their meaning but also trust the information they present [5].

Ecolabels act as strategic communication tools designed to promote sustainable consumption behaviors by providing credible and easy-to-understand information about the environmental benefits of labeled products. This information helps build consumer trust in ecolabels, which is essential for reinforcing positive environmental attitudes and promoting pro-environmental consumer behavior (PECB) [53].

Hence, trust is a critical factor in the successful deployment of ecolabels. Studies have shown that knowledge significantly reduces uncertainty and increases trust in various domains [54], including environmental labels. For instance, when consumers are well-informed about what an ecolabel signifies, they are more likely to trust that it accurately represents the product’s environmental credentials [5]. This trust is crucial for promoting PECB [16].

Moreover, the credibility of ecolabels often depends on third-party validation. Research has indicated that consumers are more likely to trust ecolabels that are endorsed by independent organizations or governmental bodies rather than those promoted by firms themselves due to the perceived vested interests of the latter [55]. This suggests that the source of ecolabels plays a vital role in building consumer trust.

Empirical studies have shown a positive association between ecolabel knowledge and trust. For example, Doney et al. (1998) [56] and Luhmann (1979) [57] posited that increased knowledge reduces uncertainty and fosters trust, which applies to ecolabels as well. In their research, Jiang et al. (2008) [54] elaborated that understanding the standards and processes behind ecolabels can enhance consumer trust in these labels.

Further, a study by Daugbjerg et al. (2014) [58] highlighted that ecolabel knowledge significantly impacts trust in ecolabels, which mediates the relationship between knowledge and consumer behavior. Consumers who are well-versed in ecolabel standards and what they represent are more likely to trust these labels, thereby positively influencing their environmental attitudes and behavior.

Based on this evidence, we posit:

H8:

Ecolabel knowledge has a positive association with ecolabel trust.

Ecolabels serve as powerful tools to enhance both environmental knowledge and concern among consumers. By including readable and intelligible information about the potential threats of non-green purchases contrasted with the sustainable effects of green purchases, ecolabels increase consumer awareness and understanding of environmental impacts [59]. This knowledge created by ecolabels directly translates into heightened environmental concern, ultimately triggering green consumerism.

Environmental or ecolabeling becomes crucially important for informing consumers about the environmental background of products or services. Through ecolabeling, consumers can comprehend the environmental impact of their purchase decisions, making them aware of environmentally harmful products and changing their preferences in favor of environmentally friendly options [5]. This awareness facilitated by ecolabels raises environmental concern among consumers.

Previous studies have indicated the importance of integrating issue-specific environmental knowledge, such as ecolabel knowledge, as consumers rely on both general and context-specific information [59,60]. Ecolabel knowledge shapes environmental attitudes and indirectly affects environmental behavior, including environmental concern. By providing consumers with specific knowledge about ecolabels, their level of environmental concern is likely to increase.

Pagiaslis (2014) [61] found that ecolabel knowledge and trust are positively associated with pro-environmental consumer behavior, with environmental concern playing a key role. This is further supported by Schmidt (2017) [62], who found that ecolabel exposure enhances brand knowledge, and by Göçer (2017) [59], who identified a significant mediating effect of environmental concern on ecolabeled product purchase tendencies.

Consequently, ecolabel knowledge plays a crucial role in increasing environmental concern among consumers. By providing detailed information about the environmental impacts of products and services, ecolabels enhance consumer awareness and understanding, which in turn raises their level of environmental concern. This knowledge empowers consumers to make more environmentally conscious purchasing decisions, ultimately promoting pro-environmental behavior. Therefore, we propose:

H9:

Ecolabel knowledge has a positive association with environmental concern.

2.5. The Mediating Role of Ecolabel Trust, Environmental Concern and Environmental Attitude

Understanding the direct and indirect effects of ecolabel knowledge on environmental attitudes involves examining various mediating factors.

Trust in ecolabels is a significant mediator that can amplify the positive impact of ecolabel knowledge on environmental attitudes. Several studies suggest that ecolabel knowledge positively influences trust in ecolabels [52,56,57]. Greater knowledge about ecolabels and their certification processes reduces uncertainty and fosters trust among consumers [63].

Ecolabel trust, in turn, affects environmental attitudes and concerns. As per Taufique et al. (2017) [5] and Ricci et al. (2018) [64], trust in green products depends on consumers’ knowledge, which then shapes their environmental concern. Li and Tilt (2019) [65] found that public trust in air quality was driven by their knowledge about it, influencing attitudes towards reducing air pollution.

The mediating role of ecolabel trust is further supported by research examining the relationships between environmental knowledge, attitudes, and behaviors [16,66]. These studies propose that attitudes towards the environment and trust in ecolabels mediate the effect of environmental knowledge (including ecolabel knowledge) on PECB.

Specifically, Taufique et al.’s findings indicate that while ecolabel knowledge has a direct negative influence on PECB, it exerts a significant indirect positive influence via attitudes towards the environment and trust in ecolabels [5]. This implies that ecolabel trust acts as a mediator between ecolabel knowledge and environmental attitudes.

Overall, the literature suggests that greater ecolabel knowledge enhances trust in these labels. This trust then positively impacts environmental attitudes and concern. By mediating the effects of ecolabel knowledge, trust plays a crucial role in translating consumer awareness into more favorable environmental views [14,26,38,42]. Therefore, we propose:

H10a-b:

Ecolabel trust mediates the relationship of ecolabel knowledge with environmental attitude and environmental concern.

Numerous studies have explored the interplay between ecolabel knowledge, trust in ecolabels (ecolabel trust), green trust, environmental concern, environmental attitude, and pro-environmental behavior. While ecolabel knowledge has been established as a positive predictor of eco-conscious consumer behavior, with green trust mediating this relationship (Hameed, 2018) [46], environmental concern emerges as a critical mediating factor.

Although research has primarily focused on green trust, it can be reasonably argued that ecolabel trust and green trust are closely related constructs. Ecolabels are designed to communicate the environmental credentials of products, and trust in these labels can be considered a specific dimension of broader green trust. As such, the findings related to green trust may have implications for ecolabel trust as well.

Environmental concern is a pivotal determinant of pro-environmental actions (Sadiq et al., 2020) [67]. Scholars have posited that environmental concern mediates the association between environmental knowledge (including ecolabel knowledge) and environmental attitude [68,69]. Drawing parallels, it can be expected that environmental concern would also mediate the relationship between ecolabel trust and environmental attitude.

Complementing this, research has demonstrated that green trust fosters the development of environmental concern, which subsequently cultivates positive attitudes towards environmental protection [64,69]. Given the conceptual similarity between green trust and ecolabel trust, it is plausible that ecolabel trust would also contribute to environmental concern, which in turn influences environmental attitude.

Supporting this premise, Taufique (2017) [5] and Hossain (2022) [70] found that environmental knowledge, including ecolabel knowledge, and green trust significantly influence pro-environmental behavior, with environmental attitude mediating these relationships. Extending this logic, ecolabel trust, akin to green trust, may also impact environmental attitude through the mediating role of environmental concern.

Synthesizing these findings, it can be reasonably argued that environmental concern plays a pivotal mediating role, bridging the gaps between ecolabel knowledge, ecolabel trust (by proxy of green trust), and environmental attitude. Individuals with greater ecolabel knowledge and trust in ecolabels are more likely to develop heightened environmental concern, which subsequently shapes their environmental attitudes and ultimately leads to pro-environmental behaviors. Based on the evidence from these studies, we hypothesize that:

H11a-b:

Environmental concern mediates the relationship of ecolabel knowledge and ecolabel trust, each with environmental attitude.

Environmental attitude plays a pivotal mediating role in the intricate relationships between Environmental concern, Ecolabel knowledge, Ecolabel trust, and green/Ecolabel product purchasing behavior. While ecolabels directly influence eco-conscious behavior, environmental concern seems to impact green product purchasing intention through the mediating effect of environmental attitude [35]. Furthermore, ecolabels shape environmental attitude and concern, which in turn influence green purchase behavior, with product attributes acting as an additional mediator [71].

The extant literature suggests that green trust significantly influences consumers’ green purchase behavior, as trust is associated with knowledge [72]. Public trust in environmental issues, such as air quality, depends upon the knowledge individuals have about them, which results in an attitude towards engagement in mitigating those issues [65]. Similarly, the dissemination of environmental knowledge is required to instill trust in consumers, which may further enhance a pro-environmental attitude [73].

Drawing from these findings, it can be reasoned that environmental attitude mediates the relationships between environmental concern, ecolabel knowledge, and ecolabel trust, ultimately influencing green product purchasing behavior. Ecolabel knowledge and trust contribute to the development of environmental concern, which fosters positive environmental attitudes. These attitudes, in turn, drive the intention and behavior towards purchasing green products [13,46]. Additionally, ecolabel credibility and involvement shape attitudes and behaviors related to green product purchase [13]. Based on the theoretical relationships evident from the literature, we hypothesize that:

H12a-b:

Environmental attitude mediates the relationship of environmental concern and ecolabel trust, each with ecolabel buying behavior.

2.6. Control Variables

The decision to include age, gender, education, and residential setting as control variables in the proposed model is supported by several studies that have investigated the influence of these demographic factors on ecolabel products buying behavior and its associated variables.

Age has been found to significantly impact environmental concern, attitudes, and green purchasing behavior. Older individuals tend to exhibit higher levels of environmental concern and positive attitudes towards eco-friendly products, which in turn influence their purchasing decisions [74,75]. Gender differences have also been observed, with females generally displaying stronger pro-environmental attitudes and a greater willingness to purchase ecolabeled products compared to males [41,76].

Educational attainment has consistently emerged as a critical factor shaping environmental knowledge, concern, and attitudes, ultimately affecting green purchasing intentions and behavior [72,77]. Individuals with higher levels of education tend to have a better understanding of environmental issues and the importance of ecolabels, which translates into more positive attitudes and a higher likelihood of purchasing ecolabeled products.

Furthermore, residential setting (urban vs. rural) has been associated with variations in environmental attitudes, concern, and green purchasing behavior [76,78]. Urban residents often exhibit higher environmental concern due to their proximity to environmental problems, while rural residents may have stronger emotional attachments to nature, influencing their attitudes and eco-friendly purchasing decisions.

By controlling for these demographic variables, the proposed model can account for potential confounding effects and provide a more accurate assessment of the relationships between environmental attitude, environmental concern, ecolabel knowledge, ecolabel trust, and ecolabel products buying behavior. This approach aligns with best practices in consumer behavior research, ensuring that the findings are robust and generalizable across diverse populations.

3. Materials and Methods

3.1. Sample

The data utilized in this study is derived from the Flash Eurobarometer survey 535, conducted by Ipsos European Public Affairs at the request of the European Commission, Directorate-General for Environment and coordinated by the Directorate-General for Communication between 5 September and 13 September 2023 [4]. Access to this dataset was obtained through the GESIS (Leibniz Institute for the Social Sciences) at the University of Cologne, Germany, via the following link: https://www.gesis.org/ (last accessed on 21 June 2024).

Ipsos European Public Affairs interviewed a representative sample of citizens aged 15 and above across the 27 Member States of the European Union. A total of 26,635 interviews were conducted via computer-assisted web interviewing (CAWI), utilizing Ipsos online panels and their partner network, as detailed in

Table A1. Sample size by country, total population older than 15 years (15+).

COUNTRY	Number of Interviews	Population 15+
Austria	1078	7,687,340
Belgium	1037	9,685,972
Bulgaria	1017	5,845,872
Croatia	1018	3,310,094
Czech Republic	1010	8,823,299
Denmark	1096	4,927,589
Estonia	1045	1,113,997
Finland	1070	4,696,447
France	1034	55,994,788
Germany	1049	71,630,189
Greece	1078	9,030,796
Hungary	1017	8,278,842
Ireland	1044	4,063,488
Italy	1049	51,540,338
Latvia	1022	1,575,765
Lithuania	1066	2,388,299
Luxemburg	518	542,724
Malta	547	450,987
Netherlands	1034	14,878,211
Poland	1052	31,840,803
Portugal	1037	9,027,159
Republic of Cyprus	513	759,421
Romania	1051	15,953,432
Slovakia	1077	4,561,916
Slovenia	1023	1,789,242
Spain	1001	40,804,956
Sweden	1052	8,613,223
TOTAL	26,635	379,815,189

Source: Flash Eurobarometer 535 (The EU Ecolabel) [2].

in Appendix A. The survey data presented in this report have been weighted to align with known population proportions, with the EU27 averages weighted according to the size of the population aged 15 and above in each Member State.

3.2. Measures

The present study employed the following measures to assess the key variables of environmental concern:

• Ecolabel Knowledge: Ecolabel knowledge is defined as the extent to which an individual possesses information and understanding about the meaning, purpose, and criteria associated with ecolabels or environmental certifications displayed on products [79,80]. This construct was operationalized as an individual’s familiarity and awareness of ecolabels or environmental certifications displayed on products. The Flash Eurobarometer 535 survey gauged EU Ecolabel knowledge by presenting respondents with a visual logo and asking, “Please take a close look at the logo shown below. Have you seen this logo before?” The response options were “Yes”, “No”, and “Don’t Know”. For the purpose of analysis, ecolabel knowledge was converted into a dichotomous variable, with a value of 1 assigned to respondents who answered “Yes” to indicate prior exposure to the ecolabel, and a value of 0 assigned to respondents who selected “No” or “Don’t Know”, indicating a lack of familiarity with the displayed ecolabel.
• Ecolabel Trust: This construct refers to the degree of confidence and belief that an individual has in the credibility and reliability of ecolabels in representing a product’s environmental impact [28,45]. The Flash Eurobarometer 535 survey assessed this variable by asking respondents, “To what extent do you agree or disagree with the following statement: I trust that products with the EU Ecolabel truly have a lower environmental impact than similar products on the market?”. For analysis purposes, the coding scale was reversed to maintain a natural order of agreement with the statement, where higher values indicate higher levels of Ecolabel trust. The response options and final code used were: Strongly agree (coded as 4) Somewhat agree (coded as 3), Somewhat disagree (coded as 2) Strongly disagree (coded as 1), and Don’t know (coded as 998). “Don’t know” were treated as missing values during analysis.
• Environmental Concern: This construct refers to the degree to which an individual expresses concern, awareness, and sensitivity towards environmental issues and problems [81]. The Flash Eurobarometer 535 survey assessed environmental concern using the following item: “To what extent do you agree or disagree with the following statement: Buying products with a lower environmental impact makes a difference for the environment?” This question effectively captures the intended construct by evaluating respondents’ perceptions of whether eco-friendly purchasing decisions can have a positive environmental impact. The response options and coding scheme were similar to the Ecolabel trust variable, with “Strongly agree” coded as the highest value (4) and “Strongly disagree” as the lowest value (1). The “Don’t know” option was coded as 998 and treated as missing data during analysis. Consistent with Ecolabel trust, the coding scale was reversed to maintain a natural order of agreement with the statement.
• Environmental Attitude: Environmental attitude is conceptualized as an individual’s overall evaluation, sentiment, or predisposition towards environmentally friendly or eco-conscious actions and behaviors [33,82]. To operationalize this construct, the Flash Eurobarometer 535 survey asked respondents: “To what extent do you agree or disagree with the following statement: I have bought products specifically because of their lower environmental impact?”. The response options and coding scheme were similar to the environmental concern variable, with “Strongly agree” coded as the highest value (4) and “Strongly disagree” as the lowest value (1). The “Don’t know” option was coded as 998 and treated as missing data. The coding scale was reversed to maintain a natural order of agreement with the statement, where higher values indicate a more positive environmental attitude.
• Ecolabel Product Buying Behavior: Ecolabel product buying behavior is defined as the actual purchase or consumption of products that carry ecolabels or environmental certifications, reflecting an individual’s conscious decision to support and engage in environmentally friendly consumerism [83,84]. The Flash Eurobarometer 535 survey assessed this construct by asking respondents: “How often do you buy products with environmental labels?” The original response options were: Often (coded as 1), Sometimes (coded as 2), Rarely (coded as 3), Never (coded as 4) and, Don’t know (coded as 998). To maintain consistency with the coding scheme for the other variables and align with a natural order of frequency, the coding scale was reversed. Higher values indicate a higher frequency of purchasing ecolabeled products, reflecting a more positive Ecolabel product buying behavior. The “Don’t know” option was treated as missing data during analysis. This survey item directly captures the intended construct by inquiring about the self-reported frequency of engaging in the specific behavior of purchasing products with environmental labels or certifications. By assessing the actual purchasing behavior, rather than just intentions or attitudes, the survey question provides a more accurate representation of individuals’ Ecolabel product buying behavior.

In addition to the key constructs of interest, we included several control variables in our analysis to account for potential confounding effects. The measurement approaches for these control variables were as follows:

• Age Groups: We divided respondents into the following age brackets: 15–24 years (12.3%), 25–39 years (23.8%), 40–54 years (25.9%), and 55 years and older (37.9%).
• Gender: Participants were categorized as either male (48.3%), female (51.3%), and in another way/prefer not to say (0.4%).
• Educational Background: We considered the age at which individuals completed their full-time education: no full-time education (2.6%), up to 15 years (3%), 16–19 years (30.7%), 20 years and older (49.7%), still studying (9%), and missing values (4.9%).
• Residential Setting: Participants were situated in either rural areas or villages (25.4%), small or medium-sized towns (39.4%), or large towns (35.2%).

3.3. Analytic Strategy

To examine the hypothesized relationships among the key variables in our study, we employed path analysis, a statistical technique within the structural equation modeling (SEM) framework. Path analysis is particularly well-suited for our research goals as it allows for the simultaneous estimation of multiple regression equations, enabling us to investigate both direct and indirect effects among the variables of interest [85].

The ability to assess indirect effects is crucial in our study, as we hypothesize that environmental concern and environmental attitude mediate the relationships between ecolabel knowledge, ecolabel trust, and ecolabel product buying behavior. Path analysis provides a robust methodological approach to test these mediational pathways, quantifying the direct and indirect effects while accounting for the interrelationships among the variables [86].

Moreover, path analysis allows for the inclusion of control variables, ensuring that the observed relationships between our focal constructs are not unduly influenced by potential confounding factors, such as age, gender, education level, and residential setting. By incorporating these control variables into the path model, we can obtain more reliable estimates of the hypothesized effects, enhancing the validity and robustness of our findings [87].

To conduct our mediation analyses, we employed Mplus software version 8.7 [88], which is well-suited for analyzing models with categorical and non-normal data. Given the ordinal and categorical nature of all our variables, Mplus offers robust estimators and appropriate handling of categorical data, ensuring accurate parameter estimates and standard errors. Hence, we used the weighted least-squares estimator with mean and variance adjustments (WLSMV) and applied the Probit link [89].

Instead of adopting a two-step approach, where the measurement model and structural model are estimated separately, we opted for a simultaneous estimation approach in Mplus. This approach has several advantages, including the ability to account for measurement errors in the observed variables, providing more accurate estimates of the structural relationships [85]. Additionally, the simultaneous approach allows for the direct incorporation of categorical variables into the model, eliminating the need for potentially biased continuous approximations [88].

To assess the significance of the hypothesized indirect effects in our mediation model, we employed a bootstrapping approach. Bootstrapping is a robust, non-parametric resampling technique that does not rely on assumptions about the distribution of the data [90]. This method is particularly useful when dealing with indirect effects, as their sampling distributions are often non-normal, violating the assumptions underlying traditional inferential tests [91].

The bootstrapping procedure involves repeatedly resampling from the original dataset with replacement, creating a large number of bootstrap samples. For each bootstrap sample, the model parameters, including the indirect effects, are estimated. This process yields an empirical approximation of the sampling distribution of the indirect effects, which is then used to construct confidence intervals (CIs) for inferential purposes [92].

In our analysis, we utilized the bias-corrected bootstrap approach, which adjusts for potential bias in the bootstrap sampling distribution, particularly when dealing with larger sample sizes [93]. This method results in slightly wider confidence intervals, ensuring a more accurate and conservative assessment of the indirect effects’ significance.

The decision to reject or retain the null hypothesis of no indirect effect is based on the confidence interval’s exclusion or inclusion of zero, respectively. If the confidence interval does not contain zero, we can conclude that the indirect effect is statistically significant at the specified confidence level [94].

By adopting the bootstrapping approach, we can make more robust and accurate inferences about the mediating roles of Environmental Concern and Environmental Attitude in the relationships between Ecolabel Knowledge, Ecolabel Trust, and Ecolabel Product Buying Behavior, without relying on assumptions that may be violated by the data [95].

Furthermore, to test the statistical significance of the mediating effects, we conducted bias-corrected bootstrap tests with 95% confidence intervals. There were run 20 different initial stage starts and 10,000 bootstrap draws. The significance value was set at 0.05 in this study. The model also included all the potential confounders detailed previously.

The goodness of fit was assessed by computing the comparative fit index (CFI), Tucker-Lewis index (TLI), root mean square error of approximation (RMSEA), and standardized root mean residual (SRMR) [96]. The acceptable levels of the goodness-of-fit model parameters were CFI > 0.90, TLI > 0.90, RMSEA < 0.08, and SRMR < 0.08 [97].

4. Results

Our initial dataset included 26,630 responses from the 2023 Eurobarometer survey, representing all EU member states. However, our analysis treated ‘Don’t know/Don’t answer’ responses as missing values for the key variables used in our mediation path analysis. The exact number of valid cases varied for each analysis due to this treatment of missing data. For instance, This approach ensured that our analysis was based on definitive responses, providing a more accurate representation of consumer attitudes and behaviors across the European Union. The detailed breakdown of response distributions, including ‘Don’t know/Don’t answer’ options, is provided in

Table A2. Descriptive Statistics.

VARIABLE	Valid Cases	Frequency
EU Ecolabel Knowledge (EK)	26,630	Yes: 9480 (35.6%) No: 13,002 (48.8%) Don’t know: 4148 (15.6%)
Environmental Concern (EC)	26,630	Strongly Disagree: 8979 (33.7%) Somewhat disagree: 12,676 (47.6%) Somewhat agree: 2952 (11.1%) Strongly agree: 1058 (4.0%) Don’t know: 965 (3.6%)
EU Ecolabel Trust (ET)	26,630	Strongly Disagree: 1125 (4.2%) Somewhat disagree: 2429 (9.1%) Somewhat agree: 12,320 (46.3%) Strongly agree: 7599 (28.5%) Dont know: 3157 (11.9%)
Environmental Attitude (EA)	26,630	Strongly Disagree: 4244 (15.9%) Somewhat disagree: 11,168 (41.9%) Somewhat agree: 6661 (24.8%) Strongly agree: 3372 (12.7%) Don’t know: 1235 (4.6%)
Ecolabel Buying Behavior (BB)	26,630	Often: 4145 (15.6%) Sometimes: 12,649 (47.5%) Rarely: 5736 (21.5%) Never: 1318 (4.9%) Don’t know: 2782 (10.4%)
Age	26,630	15–24 years: 3288 (12.3%) 25–39 years: 6350 (23.8%) 40–54 years: 6888 (25.9%) 55 years and older: 10,104 (37.9%)
Gender	26,630	Male: 12,852 (48.3%) Female: 13,673 (51.3%) In another way: 105 (0.4%)
Education (Age at Completion)	26,630	Up to 15: 797 (3.0%) 16–19: 8183 (30.7%) 20 years and older: 13,246 (49.7%) Still in full-time education: 2395 (9.0%) Never been in full-time education: 692 (2.6%) Don’t know: 889 (3.3%) Refusal: 428 (1.6%)
Residential setting	26,630	A rural area or village: 6766 (25.4%) Small or medium-sized town: 10,481 (39.4%) Large town/city: 9383 (35.2%)

Source: Flash Eurobarometer 535 (The EU Ecolabel) [2].

in Appendix A.

Figure 1 shows the final PATH model.

Fit statistics indicated that the PATH fitted the data well (χ2 = 986.684, df = 31, CFI = 0.976, TLI = 0.962, SRMR = 0.027, RMSEA [90% CI] = 0.034 [0.032, 0.036]), and all standardized path coefficients were significant. The model explained 41.9% of the variance of the Ecolabel Buying Behavior.

Mediation analysis was conducted to examine mediating roles of environmental attitude, environmental concern, and EU Ecolabel Trust (see

Table 1. Direct, Indirect and Total Effects ¹.

Paths	Probit Standardized Path Coefficient, β Estimate (95% CI)	Logit Standardized Path Coefficient, β Estimate	Odds Ratio	p
Direct Effect
ET → BB	0.203 (0.182, 0.223)	0.367	1.444	<0.001
EC → BB	0.090 (0.067, 0.114)	0.163	1.177	<0.001
EK → EA	0.162 (0.150, 0.174)	0.293	1.341	<0.001
EK → EC	0.045 (0.031, 0.059)	0.081	1.085	<0.001
Indirect Effect
ET → EC → BB	0.047 (0.035, 0.058)	0.085	1.089	<0.001
ET → EA → BB	0.068 (0.060, 0.077)	0.123	1.131	<0.001
ET → EC → EA → BB	0.114 (0.106, 0.121)	0.206	1.229	<0.001
EC → EA → BB	0.221 (0.229, 0.233)	0.400	1.492	<0.001
EK → EC → EA	0.022 (0.015, 0.029)	0.040	1.041	<0.001
EK → ET → EA	0.026 (0.022, 0.030)	0.047	1.048	<0.001
EK → ET → EC → EA	0.043 (0.039, 0.047)	0.078	1.081	<0.001
EK → ET → EC	0.089 (0.081, 0.097)	0.161	1.175	<0.001
Total Effect
BB → ET	0.228 (0.216, 0.241)	0.413	1.511	<0.001
BB → EC	0.311 (0.292, 0.330)	0.563	1.756	<0.001
EK → EA	0.253 (0.240, 0.266)	0.458	1.581	<0.001
EK → EC	0.134 (0.120, 0.148)	0.243	1.274	<0.001

¹ Cell entries are standardized coefficients. CI, Confidence Interval; EK, Ecolabel Knowledge; ET, Ecolabel Trust; EC, Environmental Concern; EA, Environmental Attitude; EBB, Ecolabel Buying Behavior. Logit coefficients were calculated from probit coefficients applying the formula $logit\widehat{\beta }=probit\widehat{\beta }\ast \sqrt{{\pi }^2/3}$ [98,99].

).

The results show significant positive total effects of Ecolabel Trust on Ecolabel Buying Behavior (ET → BB: β = 0.228, p < 0.001), Environmental Concern on Ecolabel Buying Behavior (EC → BB: β = 0.311, p < 0.001), Ecolabel Knowledge on Environmental Attitude (EK → EA: β = 0.253, p < 0.001), and Ecolabel Knowledge on Environmental Concern (EK → EC: β = 0.134, p < 0.001).

Since these total effects are significant, we proceed to assess the extent to which they are mediated by the proposed mediating variables (Ecolabel Trust, Environmental Concern, and Environmental Attitude) by analyzing the direct and indirect effects.

Starting with Ecolabel Trust (ET), we observe a significant positive direct effect on Ecolabel Buying Behavior (BB) (β = 0.203, p < 0.001). However, the presence of significant indirect effects through Environmental Concern (ET → EC → BB: β = 0.047, p < 0.001), Environmental Attitude (ET → EA → BB: β = 0.068, p < 0.001), and the serial mediation pathway via both EC and EA (ET → EA → EC → BB: β = 0.114, p < 0.001) indicates that the relationship between Ecolabel Trust and Ecolabel Buying Behavior is partially mediated by these variables.

For Environmental Concern (EC), we find a significant positive direct effect on Ecolabel Buying Behavior (β = 0.090, p < 0.001), as well as a significant indirect effect mediated through Environmental Attitude (EC → EA → BB: β = 0.221, p < 0.001). This suggests that Environmental Attitude partially mediates the relationship between Environmental Concern and Ecolabel Buying Behavior.

Turning to Ecolabel Knowledge (EK), we observe significant positive direct effects on Environmental Attitude (β = 0.162, p < 0.001) and Environmental Concern (β = 0.045, p < 0.001). Additionally, there are significant indirect effects of Ecolabel Knowledge on Environmental attitude, mediated through ecolabel trust (EK → ET → EA: β = 0.026, p < 0.001), environmental Concern (EK → EC → EA: β = 0.022, p < 0.001), and the serial mediation pathway via both Ecolabel Trust and Environmental Concern (EK → ET → EC → EA: β = 0.043, p < 0.001). Furthermore, Ecolabel Knowledge has an indirect effect on Environmental Concern mediated through Ecolabel Trust (EK → ET → EC: β = 0.089, p < 0.001). These findings suggest that Ecolabel Trust and Environmental Concern partially mediate the relationships between Ecolabel Knowledge and Environmental Attitude, as well as between Ecolabel Knowledge and Environmental Concern, respectively.

The findings, when considered collectively, highlight the presence of partial mediation in the relationships between Ecolabel Trust and Ecolabel Buying Behavior (mediated by Environmental Concern and Environmental Attitude), Environmental Concern and Ecolabel Buying Behavior (mediated by Environmental Attitude), and Ecolabel Knowledge with both Environmental Attitude and Environmental Concern (mediated by Ecolabel Trust and Environmental Concern). These findings underscore the intricate interplay among the variables and the indirect pathways through which they influence ecolabel product buying behavior.

Table 2. Ecolabel Buying Behavior Control Variables.

			95%	CI.
Variable	Categories	Probit	Lower 2.5%	Upper 2.5%	Logit	Odds Ratio
Age	15–24 years	−0.214	−0.281	−0.148	−0.387	0.679
	25–39 years	−0.188	−0.237	−0.141	−0.34	0.712
	40–54 years	−0.108	−0.153	−0.062	−0.195	0.822
	55 years and older	Ref.	Ref.	Ref.	Ref.	Ref.
Gender	Man	−0.179	−0.215	−0.143	−0.324	0.723
	Woman	Ref.	Ref.	Ref.	Ref.	Ref.
Education	None	0.111	−0.013	0.237	0.201	1.223
	Up to 15 years	0.138	0.061	0.214	0.25	1.284
	16–19	0.258	0.184	0.333	0.467	1.595
	20 years and older	0.258	0.163	0.355	0.467	1.595
	Still studying	Ref.	Ref.	Ref.	Ref.	Ref.
Residential Setting	Rural area or village	−0.136	−0.182	−0.089	−0.246	0.782
	Small or middle sized town	−0.058	−0.100	−0.015	−0.105	0.900
	Large town	Ref.	Ref.	Ref.	Ref.	Ref.

Note: Cell entries are standardized coefficients. Dummy variables were created to perform the analysis. Ref. means the selected reference group. Logit coefficients were calculated from probit coefficients applying the formula $logit\widehat{\beta }=probit\widehat{\beta }\ast \sqrt{{\pi }^2/3}$ [98,99].

shows how the different socio-demographic variables considered in our study affected Ecolabel Buying Behavior. Because these variables were categorical, we needed to transform them into dummy variables to perform the probit analysis. We converted the probit coefficients into logit ones following Muthén and Muthén [29] to facilitate the interpretation of the coefficients. It was done by applying the formula $logit\widehat{\beta }=probit\widehat{\beta }\ast \sqrt{{\pi }^2/3}$ [99]. Finally, we obtained the odds ratio by exponentiating the logit coefficients (e^logit).

Looking into the results in Table 2, we see that odds ratios for Ecolabel Buying Behavior, adjusted for age, were lower for all the younger age groups compared to the oldest group of 55 years and older. Participants aged 15–24 years had the lowest odds, with a 32.1% [OR = 0.679, p < 0.001] lower likelihood of purchasing ecolabeled products than the reference group. The 25–39 years age group had 28.8% [OR = 0.712, p < 0.001] lower odds than those aged 55 years and older. Respondents between 40–54 years had 17.8% [OR = 0.822, p < 0.001] lower odds of buying ecolabeled products than the reference group. From these results, we can conclude that older age is associated with higher odds of engaging in ecolabel product buying behavior. As individuals grow older, their likelihood of purchasing ecolabeled products increases.

The results presented in Table 2 reveal that men had lower odds of Ecolabel Buying Behavior compared to women. Specifically, men had 27.7% [OR = 0.723, p < 0.001] lower odds of purchasing ecolabeled products than the reference group of women.

Continuing with the analysis, the results in Table 2 highlight the influence of the age at which respondents stopped their full-time education on Ecolabel Buying Behavior. Compared to the reference group of those still studying, respondents who stopped full-time education at 20 years or older had 59.5% [OR = 1.595, p < 0.001] higher odds of purchasing ecolabeled products. Similarly, individuals who stopped studying between 16–19 years of age exhibited 59.5% [OR = 1.595, p < 0.001] higher odds than the reference group.

Respondents who stopped full-time education by 15 years of age had 28.4% [OR = 1.284, p < 0.001] higher odds of buying ecolabeled products than those still studying. Interestingly, even individuals who did not receive any formal education had 22.3% [OR = 1.223, p < 0.05] higher odds than the reference group.

These findings suggest that stopping full-time education at an older age is generally associated with an increased likelihood of engaging in ecolabel product buying behavior. However, the relationship is not entirely linear, as those with no formal education also exhibited higher odds compared to the reference group of individuals still studying.

Finally, the results in Table 2 reveal the impact of residential setting on Ecolabel Buying Behavior. Compared to the reference group residing in large towns, respondents living in rural areas or villages had 21.8% [OR = 0.782, p < 0.001] lower odds of purchasing ecolabeled products. Similarly, those residing in small or middle-sized towns exhibited 10.0% [OR = 0.900, p < 0.01] lower odds than the reference group.

These findings suggest that individuals living in urban areas, particularly large towns, tend to have a higher propensity for engaging in ecolabel product buying behavior compared to those residing in rural or smaller urban settlements.

5. Discussion

5.1. Environmental Attitude and Ecolabel Buying Behavior

Before delving into the mediating effects, it is crucial to acknowledge the direct relationship between Environmental Attitude and Ecolabel Buying Behavior. Our findings provide strong support for H1, which posits a positive association between these two constructs. The direct effect of Environmental Attitude on Ecolabel Buying Behavior is significant and positive (EA → BB: β = 0.456, p < 0.001). This substantial direct effect underscores the crucial role that environmental attitudes play in driving eco-friendly purchasing decisions, aligning with previous research that identifies environmental attitudes as one of the strongest predictors of ecologically conscious behaviors aligning with previous research by Fontes et al. (2021) [36] and Paul et al. (2015) [32] that identifies environmental attitudes as one of the strongest predictors of ecologically conscious behaviors. This direct relationship forms the foundation upon which the more complex mediating relationships are built.

Environmental attitudes encompass an individual’s values, beliefs, and concerns towards environmental issues. When consumers hold positive environmental attitudes, characterized by a strong sense of responsibility and belief in their ability to make a tangible difference, they are more likely to consciously seek out and purchase products that align with their eco-friendly values, such as those bearing ecolabels. This observation is consistent with findings from Jin et al. (2019) [31] and Yadav and Pathak (2016) [83], who found similar relationships in different cultural contexts.

The Theory of Planned Behavior provides a theoretical underpinning for this observed relationship, suggesting that as environmental attitudes become more favorable through education and awareness campaigns, this will manifest in higher rates of actual ecolabel purchasing behavior. Our findings support this premise, underscoring the crucial role of nurturing pro-environmental attitudes as a means of promoting sustainable consumption choices. This aligns with well-established environmental psychology models like the Theory of Planned Behavior and the Norm Activation Model.

These results have significant implications for policymakers, marketers, and environmental advocates alike. As suggested by Göçer and Oflaç (2017) [59] and Heo and Muralidharan (2019) [60], efforts to cultivate positive environmental attitudes through knowledge dissemination, educational initiatives, and campaigns aimed at restoring consumer confidence in ecolabeling trustworthiness can potentially unlock more sustainable consumption patterns. By fostering a deeper appreciation for environmental issues and reinforcing the belief that individual actions can contribute to positive change, consumers may be more inclined to translate their attitudes into concrete eco-friendly purchasing decisions.

Future research could explore how these attitudes are formed and how they interact with other factors like social norms and perceived behavioral control in shaping ecolabel buying behavior. Additionally, longitudinal studies could help understand how these attitudes evolve over time and in response to different interventions.

5.2. The Role of Ecolabel Knowledge

Our study unveils a complex relationship between Ecolabel Knowledge (EK) and Environmental Attitude (EA), lending support to hypotheses H3, H4, H6, H7, H8, and H9. Through a comprehensive analysis of total, direct, and indirect effects, we gain a nuanced understanding of this multifaceted relationship.

Firstly, the total effect of Ecolabel Knowledge on Environmental Attitude, encompassing both direct and indirect effects, is substantial (β = 0.253, p < 0.001). This robust total effect, notably larger than the direct effect alone, underscores the critical importance of considering both direct and indirect pathways when examining the influence of Ecolabel Knowledge. This finding aligns with previous research by Taufique et al. (2019) [16], who emphasized the importance of ecolabel knowledge in shaping environmental attitudes.

Delving deeper, our analysis reveals multiple significant indirect pathways through which Ecolabel Knowledge exerts its influence on Environmental Attitude. Initially, we observe that Ecolabel Knowledge indirectly affects Environmental Attitude via Environmental Concern (EK → EC → EA, β = 0.022, p < 0.001). This suggests that as consumers become more knowledgeable about ecolabels, their environmental concern increases, subsequently shaping their environmental attitudes positively. Additionally, we find that Ecolabel Knowledge influences Environmental Attitude through Ecolabel Trust (EK → ET → EA, β = 0.026, p < 0.001), indicating that increased knowledge fosters trust in ecolabels, which in turn enhances environmental attitudes. Furthermore, a more intricate pathway emerges, where Ecolabel Knowledge sequentially impacts Ecolabel Trust, Environmental Concern, and ultimately Environmental Attitude (EK → ET → EC → EA, β = 0.043, p < 0.001). This complex relationship highlights the interconnected nature of these constructs and illustrates the cascading effect that ecolabel knowledge can have on attitudinal outcomes. These findings extend the work of Daugbjerg et al. (2014) [58], who highlighted the interplay between knowledge, trust, and environmental attitudes in the context of eco-labelling.

Notably, our analysis also reveals a significant and positive direct effect of Ecolabel Knowledge on Environmental Attitude (EK → EA, β = 0.162, p < 0.001). The persistence of this substantial direct effect, even when accounting for indirect pathways, indicates a partial mediation. This enduring direct relationship emphasizes that as consumers’ knowledge about ecolabels increases, their environmental attitudes tend to become more positive, independent of other factors such as environmental concern or ecolabel trust.

To quantify the strength of this mediation, we compare the direct effect (β = 0.162) to the total effect (β = 0.253). The direct effect accounts for approximately 64% of the total effect, while the indirect effects collectively contribute the remaining 36%. This distribution suggests a moderate partial mediation, where indirect pathways play a significant role in the relationship between ecolabel knowledge and environmental attitude, yet do not fully explain it. The substantial direct effect that remains underscores the robust and multifaceted nature of ecolabel knowledge’s influence on environmental attitudes.

These findings align well with and extend the Knowledge–Attitude–Behavior (KAB) model, which posits that knowledge acquisition leads to attitude formation. Our results elaborate on this model by revealing the complex mediating processes involved, supporting the findings of Heo and Muralidharan (2019) [60] on the interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. The significant indirect effects indicate that as consumers gain more ecolabel knowledge, they simultaneously develop greater trust in ecolabels and become more concerned about environmental issues, collectively contributing to more positive environmental attitudes. H10a-b holds, confirming that Ecolabel Trust mediates the relationship between Ecolabel Knowledge and both Environmental Attitude and Environmental Concern.

The implications of these findings are far-reaching for policymakers and marketers aiming to promote ecolabel adoption and sustainable consumption. Enhancing ecolabel knowledge through educational initiatives and awareness campaigns could potentially have a multiplicative effect on environmental attitudes. Consequently, such efforts should not only focus on providing information about ecolabels themselves but also on building trust in these labels and fostering broader environmental concern. Future research could explore the long-term effects of these educational initiatives and how they interact with other contextual factors as suggested by the Attitude–Behavior–Context theory.

5.3. Mediating Factors: Ecolabel Trust and Environmental Concern

Building upon our examination of ecolabel knowledge and its relationships, we now turn our attention to another crucial aspect of our study: the mediating role of Environmental Attitude in the relationships between Ecolabel Trust, Environmental Concern, and Ecolabel Buying Behavior. This analysis is essential for understanding the mechanisms through which trust in ecolabels and environmental concern translate into actual purchasing decisions, further illuminating the complexities of the attitude–behavior gap in ecolabel adoption. This approach aligns with research by Zhao et al. (2014) [84], who examined the factors affecting green consumer behavior in China. By exploring how environmental attitude serves as a bridge between these constructs and buying behavior, we gain valuable insights into the psychological processes underlying sustainable consumption choices.

Examining these mediating relationships, we find that environmental attitude plays several important roles. Firstly, Environmental Attitude mediates the relationship between Ecolabel Trust and Buying Behavior (ET → EA → BB, β = 0.068, p < 0.001). This suggests that trust in ecolabels fosters positive environmental attitudes, which in turn promotes ecolabel purchasing behavior. Furthermore, our analysis shows that environmental concern mediates the relationship between ecolabel knowledge and environmental attitude, as well as between ecolabel trust and environmental attitude, confirming H11a-b. This indicates that higher levels of environmental concern contribute to more positive environmental attitudes, subsequently leading to increased ecolabel purchases. These findings extend the work of Ricci et al. (2018) [64], who explored consumer intentions for eco-friendly convenience food.

Secondly, we observe a mediating effect of Environmental Attitude on the relationship between Environmental Concern and Buying Behavior (EC → EA → BB, β = 0.221, p < 0.001). This indicates that higher levels of environmental concern contribute to more positive environmental attitudes, subsequently leading to increased ecolabel purchases.

Lastly, we identify a more complex pathway where Environmental Attitude mediates the sequential relationship from Ecolabel Trust through Environmental Concern to Buying Behavior (ET → EA → EC → BB, β = 0.114, p < 0.001). This intricate relationship highlights how trust in ecolabels can enhance environmental attitudes, which then intensify environmental concern, ultimately influencing ecolabel buying behavior.

The combined effect of these pathways (0.068 + 0.221 + 0.114 = 0.403) exceeds both the total effect of Ecolabel Trust on Buying Behavior (ET → BB: β = 0.228, p < 0.001) and Environmental Concern on Buying Behavior (EC → BB: β = 0.311, p < 0.001). This indicates that environmental attitude plays a crucial mediating role, amplifying the influence of both trust and concern on purchasing decisions. They provide compelling evidence for the crucial mediating role of environmental attitude in translating both ecolabel trust and environmental concern into actual purchasing decisions. This multifaceted mediation process lends strong support to our hypotheses H2, H3, and H4, underscoring the complex interplay of cognitive and affective factors in driving eco-friendly consumption patterns.

The significance of this pathway lies in its revelation of a cascading effect. Initially, trust in ecolabels appears to foster more positive environmental attitudes. This suggests that when consumers have confidence in the credibility and effectiveness of ecolabels, they are more likely to develop or strengthen pro-environmental mindsets. These enhanced environmental attitudes, in turn, seem to deepen consumers’ overall concern for environmental issues. This heightened concern then translates into a greater propensity to engage in ecolabel buying behavior.

This complex mediation pathway offers valuable insights into the psychological mechanisms underlying the transition from ecolabel trust to actual purchasing decisions. It suggests that the impact of trust on behavior is not direct, but rather operates through the cultivation of environmental attitudes and concerns. This finding aligns with theories of planned behavior and value-belief-norm models, which posit that behaviors are the result of a chain of psychological constructs, including beliefs, attitudes, and personal norms. This finding aligns with the work of Oates et al. (2008) [55], who studied the use of information sources and degrees of voluntary simplicity in marketing sustainability.

Moreover, the presence of this pathway highlights the potential for positive feedback loops in promoting sustainable consumption. As consumers trust ecolabels more, their environmental attitudes improve, leading to greater concern and more eco-friendly purchases. These purchases, in turn, may reinforce trust in ecolabels, creating a virtuous cycle of sustainable consumption.

From a practical standpoint, this finding suggests that efforts to promote ecolabel buying behavior should not focus solely on building trust or raising environmental concern in isolation. Instead, a holistic approach that addresses trust, attitudes, and concern simultaneously may be more effective in driving sustainable purchasing decisions. Future research could explore the effectiveness of such integrated approaches in different product categories, as suggested by Hà et al. (2019) [27], who studied the impact of ecolabels on consumer attitudes and purchase decisions in the agricultural and food sectors.

5.4. Demographic Influences on Ecolabel Buying Behavior

Our study not only examined the primary constructs of interest but also incorporated several demographic factors as control variables to account for potential confounding effects and enhance the robustness of our findings. This approach aligns with previous research that has identified age, gender, education level, and residential setting as potentially significant factors in shaping environmental attitudes and behaviors [76,77].

The analysis of these demographic factors revealed nuanced influences on ecolabel buying behavior. Age emerged as a significant predictor, with older consumers demonstrating a higher propensity for purchasing ecolabeled products. Compared to the reference group of 55 years and older, younger age groups showed progressively lower likelihoods of ecolabel buying behavior, with the 15–24 years age group exhibiting the lowest probability (Probit = −0.214, Odds Ratio = 0.679). This trend aligns with previous findings [5,75,100], which observe that older individuals often exhibit higher levels of environmental concern and positive attitudes towards eco-friendly products.

Gender also played a significant role, with females showing a higher tendency to purchase ecolabeled products compared to males (Probit = 0.146, Odds Ratio = 1.298). This finding corroborates earlier research [36,39,40,41,77], which found women to be more environmentally conscious in their consumer behaviors.

Education level demonstrated a positive correlation with ecolabel buying behavior, supporting previous findings [72,77]. Individuals who completed their education at 20 years or older showed the highest likelihood of purchasing ecolabeled products (Probit = 0.455, Odds Ratio = 2.256), suggesting that higher education levels are associated with increased eco-conscious purchasing decisions. This aligns with the work of Yadav and Pathak (2016) [72], who studied young consumers’ intentions towards buying green products in developing nations.

Interestingly, our study also revealed that urban residents were more inclined towards ecolabel buying behavior compared to their rural counterparts. Those living in large towns showed the highest propensity (Probit = 0.132, Odds Ratio = 1.265), a finding that echoes the work of Berenguer et al. (2005) [78] on urban-rural differences in environmental attitudes and behaviors.

The inclusion of these control variables not only enhances the validity and robustness of our findings regarding the relationships between ecolabel knowledge, trust, environmental concern, attitudes, and buying behavior, but also provides valuable insights for tailoring ecolabel promotion strategies. The observed age-related differences, for instance, highlight the need for targeted approaches to engage younger consumers more effectively in ecolabel purchasing. Similarly, the gender disparity suggests potential avenues for gender-specific marketing strategies, while the influence of education level underscores the importance of educational initiatives in promoting ecolabel adoption.

These demographic influences on ecolabel buying behavior align with the Attitude–Behavior–Context (ABC) theory, which emphasizes the importance of contextual factors in shaping pro-environmental behaviors. Future research could further explore how these demographic factors interact with other contextual elements, such as cultural norms or economic conditions, to influence ecolabel adoption across different European countries.

5.5. Theoretical Implications

The findings of this study contribute significantly to existing theories in environmental psychology and consumer behavior, particularly in the context of ecolabel adoption and the attitude–behavior gap.

Firstly, our results provide strong support for the Knowledge–Attitude–Behavior (KAB) model. The study demonstrates a clear pathway from ecolabel knowledge to environmental attitudes, and subsequently to ecolabel buying behavior. This reinforces the sequential nature of the KAB model in the context of sustainable consumption. However, our findings also suggest that this relationship is more complex than a simple linear progression, as evidenced by the mediating roles of ecolabel trust and environmental concern.

Secondly, the study offers valuable insights that extend the Attitude–Behavior–Context (ABC) theory proposed by Guagnano et al. (1995) [20]. While our research model did not explicitly include contextual factors, the significant role of ecolabel trust in mediating the relationship between knowledge and behavior suggests that perceived credibility of ecolabels acts as an important contextual factor. This finding expands the ABC theory by highlighting the importance of trust as a contextual element in the attitude–behavior relationship for sustainable consumption.

Our research also contributes to the ongoing discourse on the attitude–behavior gap in environmental consumerism. The identification of multiple mediating factors (ecolabel trust, environmental concern, and environmental attitude) between knowledge and behavior provides a more nuanced understanding of this gap. This suggests that closing the attitude–behavior gap may require interventions at multiple levels, not just in attitude formation.

Furthermore, the study’s findings on demographic factors, particularly age, challenge some existing assumptions in the field. The higher propensity for ecolabel buying behavior among older consumers aligns with previous findings by Wiernik et al. (2013) [100], but contrasts with some theories that suggest younger generations are more environmentally conscious. This highlights the need for a more nuanced understanding of age-related factors in environmental psychology.

In terms of potential extensions to existing frameworks, our study suggests that integrating elements of trust and credibility more explicitly into models like KAB and ABC could enhance their explanatory power in the context of ecolabel adoption. Additionally, the significant role of demographic factors indicates that these theories could benefit from more systematic incorporation of individual differences.

Finally, our research model, which combines elements of both KAB and ABC theories, demonstrates the value of integrative approaches in understanding complex consumer behaviors. This suggests that future theoretical frameworks in environmental psychology and consumer behavior might benefit from similar integrative efforts, combining cognitive, attitudinal, and contextual factors.

These findings not only contribute to existing theories but also open up new avenues for theoretical development in the field of sustainable consumption and ecolabel adoption.

5.6. Practical Implications

The findings of this study offer valuable insights for policymakers, marketers, and environmental advocates seeking to promote ecolabel adoption and sustainable consumption behaviors.

For policymakers, our results underscore the importance of enhancing ecolabel knowledge among consumers. Given the positive association between ecolabel knowledge and environmental attitudes, policies should focus on educational initiatives that inform consumers about the meaning and significance of ecolabels. This could include public awareness campaigns, integration of environmental education in school curricula, and clear, standardized information on product packaging.

Moreover, the critical role of trust in ecolabel effectiveness suggests that policymakers should prioritize the development and enforcement of rigorous, transparent certification processes. Strengthening third-party validation mechanisms and ensuring consistency in ecolabeling standards across the EU could significantly boost consumer confidence in these labels.

For marketers, our findings highlight the need for strategic communication that goes beyond simply displaying ecolabels. The positive relationship between ecolabel trust and environmental attitudes indicates that marketing efforts should focus on building credibility and explaining the specific environmental benefits of certified products. Marketers should consider using “reason” labeling and providing clear, substantive environmental information, particularly for low-involvement product categories.

Environmental advocates can leverage these insights by focusing their efforts on raising environmental concern among consumers. Given that ecolabel knowledge shapes environmental attitudes and indirectly affects behavior, advocacy groups could develop targeted campaigns that link specific ecolabels to broader environmental issues, thereby increasing both knowledge and concern.

To bridge the attitude–behavior gap in ecolabel adoption, a multi-faceted approach is necessary. Based on our findings, we suggest the following strategies:

• Enhance ecolabel education: Develop comprehensive programs to increase consumer understanding of ecolabels and their environmental implications.
• Build trust through transparency: Implement and communicate robust certification processes to enhance consumer confidence in ecolabels.
• Tailor communication: Adapt messaging strategies based on product categories and consumer segments, using specific argument-based cues for maximum effectiveness.
• Leverage the knowledge–attitude–behavior cycle: Create initiatives that reinforce the reciprocal relationship between ecolabel knowledge and environmental attitudes.
• Address skepticism: Develop strategies to combat perceived “greenwashing” and enhance the credibility of environmental claims.

By implementing these strategies, stakeholders can work towards closing the gap between positive environmental attitudes and actual purchasing behavior of ecolabeled products.

5.7. Limitations and Future Research Directions

While this study provides valuable insights into the factors influencing ecolabel adoption and the attitude–behavior gap, it is important to acknowledge several limitations that could be addressed in future research.

Firstly, our study relied on self-reported data from the 2023 Eurobarometer survey. While this provided a large, diverse sample across EU member states, self-reported behavior may not always accurately reflect actual purchasing patterns. Future research could benefit from incorporating observed behavioral data or experimental designs to validate the self-reported findings.

Secondly, while our model included several key mediating factors (ecolabel trust, environmental concern, and environmental attitude), there may be other important variables that were not captured in this study. Future research could explore additional mediators or moderators, such as perceived consumer effectiveness, social norms, or specific product attributes, to provide a more comprehensive understanding of ecolabel adoption.

Thirdly, our study focused on the EU Ecolabel specifically. While this provides valuable insights for the European context, future research could compare the effectiveness of different ecolabeling schemes across various regions or product categories. This could help identify best practices and improve the overall effectiveness of ecolabeling initiatives globally.

Another limitation is the cross-sectional nature of our data, which limits our ability to infer causal relationships. Longitudinal studies could provide deeper insights into how ecolabel knowledge, trust, and attitudes evolve over time and their long-term impact on purchasing behavior.

Furthermore, while we examined demographic factors such as age, gender, and education, future research could delve deeper into how these factors interact with psychological variables to influence ecolabel adoption. For instance, exploring how different age groups or educational backgrounds respond to various types of ecolabel information could inform more targeted communication strategies.

Additionally, our study primarily focused on consumer perspectives. Future research could adopt a multi-stakeholder approach, incorporating views from manufacturers, retailers, and policymakers to provide a more holistic understanding of the challenges and opportunities in promoting ecolabel adoption.

Lastly, given the rapid advancements in digital technology, future studies could explore the role of digital platforms and social media in disseminating ecolabel information and shaping consumer attitudes. This could offer insights into innovative ways of bridging the attitude–behavior gap in the digital age.

6. Conclusions

The attitude–behavior gap in ecolabel adoption refers to the discrepancy between consumers’ positive environmental attitudes and their actual purchasing behavior of ecolabeled products. This phenomenon is evident in the context of the EU Ecolabel, as demonstrated by the 2023 Eurobarometer survey, which forms the basis of our analysis. The survey revealed that while 73% of Europeans consider a product’s environmental impact important for their purchasing decisions and 81% agree that buying eco-friendly products makes a difference, only 38% had actually bought products with the EU Ecolabel certification.

Our study confirmed a significant positive association between environmental attitude and ecolabel buying behavior. This aligns with existing literature that consistently demonstrates a positive link between favorable environmental attitudes and sustainable consumption patterns. However, the presence of an attitude–behavior gap suggests that other factors are influencing the translation of attitudes into actual purchasing decisions.

The research identified several key factors mediating the relationship between consumers’ environmental knowledge and their purchasing behavior, including EU Ecolabel knowledge, trust in the EU Ecolabel, environmental concern, and environmental attitude. These mediating factors play crucial roles in bridging the gap between attitudes and behavior.

Our analysis extends beyond simple linear models, uncovering significant indirect effects and mediating pathways that explain the often-observed attitude–behavior gap in ecolabel adoption. The cascading effect from ecolabel trust through attitudes and concern to behavior suggests that initiatives focused on building trust could have far-reaching impacts on sustainable consumption patterns.

The demographic variations in ecolabel buying behavior underscore the need for targeted strategies in promoting sustainable consumption. Age, gender, education, and residential setting all emerged as significant predictors, highlighting the importance of tailored approaches in ecolabel promotion and environmental education.

These findings have significant implications for policymakers, marketers, and environmental advocates. They suggest that efforts to promote ecolabel adoption should adopt a holistic approach, simultaneously addressing knowledge dissemination, trust-building, and the cultivation of environmental concern. Such a multi-pronged strategy could potentially bridge the attitude–behavior gap more effectively than approaches focusing on individual factors in isolation.

Moreover, our cross-country analysis within the EU offers a broader perspective on consumer behavior towards ecolabeled products, contributing to a more comprehensive understanding of sustainable consumption patterns across diverse cultural and economic contexts.

In conclusion, this study advances the literature on sustainable consumption by elucidating the complexities surrounding ecolabel adoption. By unraveling the intricate relationships between knowledge, trust, attitudes, and behavior, we provide a foundation for more effective strategies to promote sustainable consumption and enhance the impact of ecolabeling initiatives like the EU Ecolabel. Future research could build on these findings to explore longitudinal trends, cross-cultural variations, and the effectiveness of targeted interventions based on our identified pathways of influence.