Modelling Attribute Non-Attendance In Eco-Label Preferences: Behavioural Insights For Water Pollution Mitigation In Malaysia

Abstract

Household detergents are significant contributors to domestic water pollution in Malaysia, where regulatory controls on phosphate and surfactant content remain limited. Eco-labels are increasingly promoted to encourage sustainable purchasing; however, their effectiveness is often constrained by attribute non-attendance (ANA), a decision-making behaviour in which consumers disregard specific label elements. This study applies a discrete choice experiment (n = 210 urban detergent buyers) to estimate willingness to pay (WTP) for eco-label attributes and to examine how ANA shapes preference structures. A baseline multinomial logit model is compared with staged latent class models incorporating ANA constraints based on self-reported non-attendance. Accounting for ANA improves model fit substantially (pseudo-R² rising from 0.014 to 0.567) and reveals that certification credibility and label placement generate the highest statistically significant WTP, while message format influences only certain consumer segments. These findings underscore the importance of simplified, high-salience, and trust-building label designs to reduce cognitive burden and promote environmentally responsible purchasing. By linking behavioural insights to domestic water pollution mitigation, the study provides actionable evidence to guide eco-label policy, sustainable consumption strategies, and progress toward SDG 6 (Clean Water and Sanitation) and SDG 12 (Responsible Consumption and Production).