Measuring consumer understanding and perception of eco‐labelling: Item selection and scale validation

Khan Md Raziuddin Taufique, Michael Jay Polonsky, Andrea Vocino, Chamhuri Siwar
  • International Journal of Consumer Studies, January 2019, Wiley
  • DOI: 10.1111/ijcs.12510

Measuring consumer understanding and perception of eco‐labelling

Photo by Morning Brew on Unsplash

Photo by Morning Brew on Unsplash

What is it about?

The use of “eco‐labels” by businesses, both as communication and positioning strategies, is increasing. For these eco‐labels to be effective, however, it requires consumers to understand and value what eco‐labels are communicating. Research suggests that there are many factors impeding consumers’ understanding of eco‐labels. Most of these studies have focused on single dimensions of a complex phenomenon and in doing so they have ignored the multifaceted aspects of the construct, suggesting that a more integrated representation is warranted. The work herein undertakes four studies to empirically test and validate a multidimensional measure that can be used to assess how consumers psychometrically understand and perceive eco‐labelling. The four‐study process involves qualitative interviews to extend the issues identified within the literature, followed by two studies using principal component analysis, confirmatory factor analysis and structural equation modelling analysis, each using separate samples, to test the reliability and validity of the proposed eight‐dimensional 27‐item ECOLSCALE. Another study is then undertaken to assess the nomological validity of the scale regarding to consumers’ environmental orientation. The ECOLSCALE developed in this work can be used to assist marketers, policy makers and researchers to evaluate the impact of eco‐labelling schemes on consumers’ understanding of eco‐labels, thereby enabling consumers to make more environmentally informed decisions.

Why is it important?

This is the first scale of this category to measure consumer understanding and perception of ecolabel. This is important because if consumers do not notice and/or understand ecolabel and relevant information, they are not likely to make environmentally informed purchase decision based on ecolabel.

Perspectives

Khan Taufique

Writing this article was challenging, but a great learning experience by working with one of the top authorities in Green Marketing as my co-author.

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http://dx.doi.org/10.1111/ijcs.12510

The following have contributed to this page: Khan Taufique and Andrea Vocino

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