Predicting Eco-labeled Product Buying Behavior in an Emerging Economy through an Extension of Theory of Planned Behavior

Purpose: This research attempts to explore the determinants of eco-labeled product buying behavior by extending the theory of planned behavior (TPB). Theoretical framework: To build a comprehensive predicting model, environmental knowledge, perceived value, environmental concern, product knowledge, self-efficacy, consumer guilt, and eco-labeling are added to the traditional TPB. Method: The proposed conceptual model was tested by conducting a questionnaire survey on consumers in an emerging economy. The partial least square-based structural equation modeling was used to analyze the data. Results and conclusion: The results showed that product knowledge moderates the relationship between subjective norms and eco-labeled product buying intention. The results also reveal that attitude, perceived behavioral control, and subjective norm mediate the association between environmental concern and eco-labeled product buying intention. In addition to TPB constructs, consumer guilt, eco-labeling, perceived value, self-efficacy, and environmental knowledge significantly affect buying intention. Originality/value: The current research addresses the research gap by empirically examining the in-depth effects, and the underlying mechanism of eco-label informed green purchase and its acceptance in Malaysian perspectives.