Abstract

This paper studies how consumers’ psychological factors influence their intentional purchasing behavior towards eco-labeled products and investigates why consumers choose eco-labeled products. Based on the Theory of Planned Behavior, we develop an extended model including six constructs. Among these constructs, consumers’ intentional purchasing behavior, attitude towards the behavior, subjective norm, and perceived behavioral control are applied from the original theoretical framework. Health consciousness and environmental awareness are integrated additionally to reflect consumers’ concerns about the natural environment and their health. Next, we conduct and analyze a survey-based empirical study with 336 samples using the Structural Equation Modeling. Our findings show that consumers’ attitude towards the behavior is positively influenced by environmental awareness, but the effects of it on intentional purchasing behavior are insignificant. Also, subjective norm has a positive influence on intentional purchasing behavior, but its effects on attitude towards the behavior are not significant. Moreover, the results also show that the total effects of health consciousness on intentional purchasing behavior are significantly higher than the effects of environmental awareness. Our results can provide a reference for business managers to attract consumers through eco-labeling as well as government policymaking.