Eco-Label
ECO-LABELS IMPACT CONSUMER BEHAVIOR
Rumaizah Abd Aziz
Faculty of Business Management, UiTM Kedah
Abstracts
Purpose – The objective of this paper is to determine the impact of consumer behavior through the eco-label products of marketing.
Methodology – This paper reviews consumer behavior and advertising to identify how consumers are persuaded to greener product label. The information are collected through journal reading, and searching from website.
Keywords – Consumer behavior, green advertising, environmental
Paper type – Conceptual paper
Introduction
Eco-labeling schemes provide consumers with information about the environmental quality of individual products, at the point of purchase, in order to enable them to choose products that are acceptable from an environmental point of view. Eco-labeling is an important means to enhance transparency and consumer trust in environmental claims (Commission of the European Communities, 2007).
The environmental characteristics of products have become increasingly important to consumers. Firms have responded by placing eco-labels on products that highlight the item’s environmental attributes and by introducing new, or redesigned, ‘‘green’’ products. From a policy perspective, one aim of eco-labels is to educate consumers about the environmental impacts of the product’s manufacture, use, and disposal, thereby leading to a change in purchasing behavior and ultimately, to a reduction in negative impacts. In order for eco-labels to achieve policy objectives, consumers must hold preferences for certain environmental amenities and respond to the information presented on eco-labels by altering purchases toward eco-labeled goods. Their widespread use suggests that eco-labeling is perceived as an effective method of altering consumer behavior. The paper starts with discussing the perception of eco-labeling, followed by a consumer behavior attitude towards green advertising and finally the effect of environmental
Rumaizah Abd Aziz
Faculty of Business Management, UiTM Kedah
Abstracts
Purpose – The objective of this paper is to determine the impact of consumer behavior through the eco-label products of marketing.
Methodology – This paper reviews consumer behavior and advertising to identify how consumers are persuaded to greener product label. The information are collected through journal reading, and searching from website.
Keywords – Consumer behavior, green advertising, environmental
Paper type – Conceptual paper
Introduction
Eco-labeling schemes provide consumers with information about the environmental quality of individual products, at the point of purchase, in order to enable them to choose products that are acceptable from an environmental point of view. Eco-labeling is an important means to enhance transparency and consumer trust in environmental claims (Commission of the European Communities, 2007).
The environmental characteristics of products have become increasingly important to consumers. Firms have responded by placing eco-labels on products that highlight the item’s environmental attributes and by introducing new, or redesigned, ‘‘green’’ products. From a policy perspective, one aim of eco-labels is to educate consumers about the environmental impacts of the product’s manufacture, use, and disposal, thereby leading to a change in purchasing behavior and ultimately, to a reduction in negative impacts. In order for eco-labels to achieve policy objectives, consumers must hold preferences for certain environmental amenities and respond to the information presented on eco-labels by altering purchases toward eco-labeled goods. Their widespread use suggests that eco-labeling is perceived as an effective method of altering consumer behavior. The paper starts with discussing the perception of eco-labeling, followed by a consumer behavior attitude towards green advertising and finally the effect of environmental
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