Ecolabels and the attitude–behavior relationship towards green product purchase: A multiple mediation model

Kyriakos Riskos*, Paraskevi Dekoulou, Naoum Mylonas, George Tsourvakas

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

49 Citations (Scopus)
30 Downloads (Pure)


Ecolabels are regarded as an exceptional marketing and advertising tool that informs contemporary consumers about the green traits of a product. They provide information that motivates consumers to exhibit a positive attitude and actual behavior towards a green product purchase. Despite the growing interest in the relationship between green attitude and the corresponding green purchase behavior, studies that investigate the influence of ecolabel features on this relationship are rather scarce. In the present study, a survey carried out in Greece with a sample of 571 participants, examined the direct and indirect effects of ecolabel credibility and ecolabel involvement on attitude and actual behavior about green product purchase. A multiple mediation model about green purchase behavior was developed. Results highlighted the crucial role of ecolabel credibility that positively influences attitude towards green product purchase as well as ecolabel involvement. Moreover, emphasis was given on the concepts of attitude towards green product purchase and ecolabel involvement that proved to be significant mediators of this model. Findings can provide useful guidance to green marketers so that they can generate effective strategies based of ecolabels and favor a positive attitude towards green product purchase that ultimately will enhance green product purchase behavior.

Original languageEnglish
Article number6867
Pages (from-to)1-22
Number of pages22
JournalSustainability (Switzerland)
Issue number12
Publication statusPublished - 17 Jun 2021
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.

Research programs



Dive into the research topics of 'Ecolabels and the attitude–behavior relationship towards green product purchase: A multiple mediation model'. Together they form a unique fingerprint.

Cite this