The Impact of Eco-Branding and Eco-Labeling on Consumer Purchase Intention: A Comprehensive Analysis

Abstract

The aim of this study is to examine the influence of eco-labeling and eco-branding on consumer intention towards green consumption. The research focuses on understanding how eco- marketing strategies influence consumer’s intentions to choose eco-friendly products. Data was collected using a survey method by distributing questionnaire among students in Faisalabad, Pakistan .Cross-sectional data from approximately 50 respondents were analyzed using SMART PLS and SPSS. The findings reveal a significant positive correlation between eco-labeling, eco-branding, and consumer intention, underscoring the pivotal role of these strategies in shaping green choices. Results indicate a significant positive correlation between eco-marketing strategies and consumer intention, highlighting the vital role of eco-labels and eco-brands in shaping green choices. This study provides valuable insights for businesses and policymakers, emphasizing the importance of environmental messaging in promoting sustainable consumer behavior and encourage eco-conscious attitudes.