Abstract
Growing environmental awareness and sustainability concerns have significantly reshaped consumer purchasing behaviour in modern markets. Organizations increasingly adopt sustainability labels such as eco-friendly, organic, recyclable, and fair-trade certifications to communicate environmental responsibility and ethical production practices. Despite their widespread adoption, uncertainty remains regarding the extent to which these labels influence actual consumer purchase decisions.
This study examines the influence of sustainability labels on consumer awareness, trust, brand preference, and purchase behaviour. A quantitative research approach was adopted using structured questionnaires administered to 100 consumers. The findings indicate that sustainability labels positively influence consumer perception and enhance brand credibility; however, purchasing decisions remain strongly moderated by price sensitivity and clarity of label information.
The study highlights an awareness–understanding gap, suggesting that recognition of sustainability labels does not always translate into sustainable purchasing action. The research emphasizes the importance of standardized certification systems, transparent communication, and consumer education in strengthening sustainable consumption practices.
Keywords: Sustainability Labels, Green Marketing, Consumer Behaviour, Eco-labelling, Brand Trust, Sustainable Consumption
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