The effect of eco-label and perceived consumer effectiveness toward green purchase

Although many studies on green marketing were conducted, factors influencing consumers toward their green purchases, for instance, perceived consumer effectiveness, still need to be explored. This study investigates factors such as eco-labels, product attributes, perceived consumer effectiveness, and environmental concern about green product purchases. The study surveyed 200 Indonesian students who purchased and used The Body Shop products. Overall, all the proposed hypotheses are supported. Specifically, eco-labels positively affect both product attributes and perceived consumer effectiveness. While both products attributes and perceived consumer effectiveness positively influence environmental concerns. The last hypothesis related to environmental concerns and green purchases also shows a positive relationship. Lastly, a green marketing strategy is discussed and proposed as the study's implication.