Understanding Sustainable Consumption of Eco-Labeled Products in an Emerging Market: An Extended Theory of Planned Behavior Approach

Abstract

This study examines sustainable consumption behavior toward eco-labeled products in an emerging market through an extended Theory of Planned Behavior (TPB) framework. By incorporating cognitive and contextual factors, including eco-labeling information, perceived product value, and self-efficacy, the research investigates both the mediating effects of core TPB constructs and the moderating influences of external variables. Data were obtained from Vietnamese consumers using a questionnaire survey. The findings indicate that TPB constructs significantly mediate the effect of environmental consciousness on purchase intention. Moreover, eco-labeling information moderates the positive effect of subjective norms on purchase intention, while perceived product value and self-efficacy strengthen the relationship between purchase intention and actual purchasing behavior. The present study advances the theoretical understanding of sustainable consumer behavior by extending the TPB model and offers practical implications for promoting eco-labeled product adoption in emerging market contexts.