Green or greenwashing? The influence of eco-labels on eco-conscious consumers and their purchase intentions

Abstract

With the rising concern regarding climate change and its devastating effects on the planet, an increasing number of consumers are beginning to pay more attention to how their purchases affect the environment. They are known as eco-conscious consumers. This dissertation focuses on those consumers and their attitudes and intentions regarding eco-labels. The purpose is to understand how eco-labels influence eco-conscious consumers and their purchase intention. Regarding the methodology, a qualitative approach was adopted and one focus group as well as eleven interviews were conducted with eco-conscious consumers. Findings exhibited that, in the view of this study’s participants, there is a paradox between eco-conscious consumers’ feelings and their intentions towards eco-labels, in the sense that their suspicions and confusion have no negative influence on purchase intention. It was also found that true proof of greenwashing, however, completely ceases their purchase intention. This study indicates that, among other things, companies and eco-label providers must strive to prevent confusion and skepticism as well as completely refrain from practicing greenwashing.