Abstract
Eco-labels have become a powerful marketing tool aimed at the promotion of environmentally sustainable consumer behaviour by furnishing consumers with transparent information about the environmental impact of the product. The current research builds on quantitative survey data gathered with 400 participants and provides sophisticated statistical methods of analysis, including regression, mediation and moderation analysis, to question the relations of interest. But the effectiveness of awareness campaigns to impact the consumer purchasing behaviour is complex, with the presence of trust, Skepticism and price sensitivity. This paper studies the effect of awareness campaigns on consumer eco-conscious purchasing behaviour. It takes the mediating effect of trust in eco-labels and the mediating effect of price sensitivity into account. The results indicate that raising awareness is critical in raising consumer understanding of eco labels, enabling trust, which positively influences purchasing decisions. But the study also shows diminishing returns to the awareness impact over time and the enduring problem of consumer Skepticism, which awareness alone cannot neutralize. The moderating effect of price sensitivity at the price point level indicates that price sensitivity plays an important role in moderating this relationship and can become a contributing factor to the sustainable choice. From a theoretical point of view, this research contributes to the literature on sustainable consumer behaviour; from a practical point of view, this research provides quantitative analysis on how more effective awareness strategies can be designed.
Keywords: Awareness campaigns, Consumer Skepticism, Eco-labels, Price sensitivity, Sustainable consumer behaviour, Trust.