A Conceptual Model of Consumer Intention to Continue Buying Eco-Labeled Products
The study of eco-labeled product purchasing behavior usually starts from a multidisciplinary set of fundamental theories and models depending on the approach towards the ecological behavior of the consumer. The proposed conceptual model is based on quantitative research on the intention of consum...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2022-05-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3116.pdf |
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| Summary: | The study of eco-labeled product purchasing behavior usually starts from a multidisciplinary
set of fundamental theories and models depending on the approach towards the ecological
behavior of the consumer. The proposed conceptual model is based on quantitative research
on the intention of consumers to continue to buy eco-labeled goods for personal use. The
model is analyzed using the structural equation modeling (SEM) technique, based on
variance analysis, on a sample of 587 respondents. The analysis process consisted of two
distinct stages, evaluating the accuracy of measurements, and testing the hypotheses. The
conformity of the model was validated by studying its specific indicators. The 17 study
hypotheses were tested by path coefficient analysis within the structural model, as well as the
postulated moderating effect. Based on the conformity indices obtained, the model has good
predictive and explanatory capacity.
The only hypothesis refuted is the relationship between consumers’ perception of personal
effectiveness and their intention to continue buying eco-labeled products. This relationship
was not verified at the chosen significance threshold of .01. By analyzing the indirect and
total effects, we demonstrated the existence of certain beliefs that directly influence
consumers’ intention to continue buying eco-labeled products. The influence is also indirect
through other variables such as perceived trust and perceived usefulness. The existence of a
statistically significant effect from variables on an indirect path (expectations confirmation,
ease of use of the ecolabel in purchasing eco-products) was also demonstrated. The
explanatory and predictive capacity of the intention to continue buying eco-labeled products
was increased by validating the proposed model |
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| ISSN: | 1582-9146 2247-9104 |