The Influence Of Environmental And Eco-Label Knowledge On Pro-Environmental Consumer Behavior: A Mediation Analysis Of Attitude And Green Trust In Eco-Friendly Household Products In Jiangsu Province, China

Abstract

The world is grappling with critical environmental issues such as extreme weather events, climate change, waste accumulation, biodiversity loss, and pollution of natural ecosystems. Addressing these challenges, particularly through the frameworks of SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action), is essential not only to protect the planet but also to safeguard human well-being, as environmental degradation can cause physical and mental health problems, limit human potential, and exacerbate vulnerabilities to disasters. In light of increasing environmental challenges and an immediate demand for sustainable practices, it is important to assess how consumers' environmental knowledge and recognition of eco-labels impact their shopping preferences. The aim of this study is to examine the impact of environmental knowledge and eco-label knowledge on Chinese consumers' pro-environmental behavior toward eco-friendly products, with attitude and green trust serving as mediators. A quantitative research design was employed, utilizing an online survey to gather data from 578 consumers in the Jiangsu province of China through purposive sampling. The proposed model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings indicate that environmental knowledge, eco-label knowledge, attitude, and green trust are significant predictors of pro-environmental behavior. Additionally, attitude and green trust act as significant but partial mediators. This study offers essential insights for companies seeking to educate consumers on the significance of eco-labels, thereby raising awareness of sustainable practices and encouraging more informed purchasing decisions. It highlights the critical role eco-labels can play in shaping pro-environmental behavior among Chinese consumers, especially when prominently featured on packaging and integrated into broader marketing strategies to enhance brand loyalty and appeal to eco-conscious buyers. Furthermore, the research deepens our understanding of how environmental awareness programs, when coupled with user-generated content and eco-labeling, can collectively influence and potentially amplify pro-environmental behavior in China. However, while these findings are promising, they also suggest that companies must invest more in consumer education and transparent marketing to fully leverage the benefits of eco-labeling.