Esther Krupa, M and Glady Agnes, L (2026) The Influence of Eco-Labels on Consumer Behaviour Toward Sustainable Clothing: A Study on Awareness and Purchase Decisions. The Influence of Eco-Labels on Consumer Behaviour Toward Sustainable Clothing: A Study on Awareness and Purchase Decisions, 16 (1). pp. 568-572. ISSN 2323-5233

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Abstract

This research investigates the impact of eco-labels on the awareness, trust, and buying behaviour of consumers
towards sustainable clothing in India. As the global and local conversations around sustainability intensify, consumers are
more concerned—not only about what they are wearing, but how and where the clothing is manufactured and produced.
Eco-labels, which are the trust signals of green brands, help in a brand’s eco-labels awareness, brand perception, brand
custodianship, and eco-labels perception mapping through information transparency. Focusing on a mixed-method ap
proach comprising 200 surveys and 10 in-depth interviews of retailers in metropolitan cities, the study analyses the rela
tionship among the three variables, namely awareness, trust, and purchase decisions. The results indicate a significant
positive relationship (r = 0.63) between awareness of eco-labels and purchase behaviour, with trust serving as a pivotal
mediator. This research contributes to practical implications of strengthening eco-labels communication for sustainable
consumption and provides directions towards brands and policymakers.

Item Type: Article
Uncontrolled Keywords: Eco-labels, Sustainable Fashion, Consumer Behaviour, Purchase Intentions, Environmental Awareness
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Dr. B Sivakumar
Date Deposited: 19 Feb 2026 09:24
Last Modified: 19 Feb 2026 09:24
URI: https://ir.psgcas.ac.in/id/eprint/2627

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