IDEAS home Printed from https://ideas.repec.org/a/bla/bstrat/v31y2022i7p2820-2838.html
   My bibliography  Save this article

Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development

Author

Listed:
  • Ahsan Siraj
  • Shilpa Taneja
  • Yongming Zhu
  • Hongbing Jiang
  • Sunil Luthra
  • Anil Kumar

Abstract

Consumers, nowadays, are becoming mindful of environmental issues than ever. The rising concerns for the adverse effects of consumption on environmental sustainability are leading to transformation in consumer behaviour. Consumers need relevant sustainability information about the products to shape sustainable purchase behaviours. On this note, marketers and organizations are increasingly using labels and logos for integrating sustainability evidence in their product offerings. This research integrates the theory of planned behaviour (TPB) with environmental concern, consumer effectiveness, consumer innovativeness and sustainable label awareness to determine how these affect the sustainable purchase behaviour for food products in China. The findings of structural equation modelling using data gathered from 273 consumers indicate all the constructs as significant, with consumer innovativeness having a negative and significant association. The present research expects to contribute to advancement in the literature on TPB and sustainable labelling by presenting a comprehensive and distinct model. Given the importance of the factors highlighted in the current research, marketers can design appropriate strategies by leveraging these determinants. The outcomes imply that marketers and policymakers need to make the consumers aware of sustainable labels and their favourable effects on the environment to promote sustainable consumer behaviour.

Suggested Citation

  • Ahsan Siraj & Shilpa Taneja & Yongming Zhu & Hongbing Jiang & Sunil Luthra & Anil Kumar, 2022. "Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2820-2838, November.
    • Handle: RePEc:bla:bstrat:v:31:y:2022:i:7:p:2820-2838
    DOI: 10.1002/bse.3049
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/bse.3049
    Download Restriction: no
    File URL: https://libkey.io/10.1002/bse.3049?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Brosdahl, Deborah J.C. & Carpenter, Jason M., 2011. "Shopping orientations of US males: A generational cohort comparison," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 548-554.
    2. Luthra, Sunil & Govindan, Kannan & Mangla, Sachin Kumar, 2017. "Structural model for sustainable consumption and production adoption—A grey-DEMATEL based approach," Resources, Conservation & Recycling, Elsevier, vol. 125(C), pages 198-207.
    3. Samuel Adomako & Mai Dong Tran, 2022. "Environmental collaboration, responsible innovation, and firm performance: The moderating role of stakeholder pressure," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1695-1704, May.
    4. Rohit Agrawal & Vishal A. Wankhede & Anil Kumar & Sunil Luthra, 2021. "Analysing the roadblocks of circular economy adoption in the automobile sector: Reducing waste and environmental perspectives," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1051-1066, February.
    5. Ko Ruyter & Debbie Isobel Keeling & Kirk Plangger & Matteo Montecchi & Maura L. Scott & Darren W. Dahl, 2022. "Reimagining marketing strategy: driving the debate on grand challenges," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 13-21, January.
    6. Yadav, Rambalak & Pathak, Govind S., 2017. "Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior," Ecological Economics, Elsevier, vol. 134(C), pages 114-122.
    7. Van Doorn, Jenny & Verhoef, Peter C., 2015. "Drivers of and Barriers to Organic Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(3), pages 436-450.
    8. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    10. Dang, Van Thac & Nguyen, Ninh & Pervan, Simon, 2020. "Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Rosa Maria Dangelico & Fabio Nonino & Alessandro Pompei, 2021. "Which are the determinants of green purchase behaviour? A study of Italian consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2600-2620, July.
    12. Grunert, Klaus G. & Hieke, Sophie & Wills, Josephine, 2014. "Sustainability labels on food products: Consumer motivation, understanding and use," Food Policy, Elsevier, vol. 44(C), pages 177-189.
    13. Alzubaidi, Hawazin & Slade, Emma L. & Dwivedi, Yogesh K., 2021. "Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness," Journal of Business Research, Elsevier, vol. 122(C), pages 685-699.
    14. Agnieszka D. Hunka & Marcus Linder & Shiva Habibi, 2021. "Determinants of consumer demand for circular economy products. A case for reuse and remanufacturing for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 535-550, January.
    15. Peschel, Anne & Grebitus, Carola & Steiner, Bodo & Veeman, Michele, 2016. "How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels," MPRA Paper 69864, University Library of Munich, Germany.
    16. Shetu Ranjan Biswas & Md. Aftab Uddin & Swadip Bhattacharjee & Mouri Dey & Tarek Rana, 2022. "Ecocentric leadership and voluntary environmental behavior for promoting sustainability strategy: The role of psychological green climate," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1705-1718, May.
    17. Sveinung Jørgensen & Lars Jacob Tynes Pedersen & Siv Skard, 2022. "How going green builds trusting beliefs," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 297-311, January.
    18. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    19. Olga Ivanova Ruffo & Javier Flores Zamora & Insaf Khelladi & Silvester Ivanaj, 2018. "The generational cohort effect in the context of responsible consumption," Post-Print hal-01809946, HAL.
    20. Zhifeng Shen & Ahsan Siraj & Hongbing Jiang & Yongming Zhu & Junjie Li, 2020. "Chinese-Style Innovation and Its International Repercussions in the New Economic Times," Sustainability, MDPI, vol. 12(5), pages 1-17, March.
    21. Molinillo, Sebastian & Vidal-Branco, Murilo & Japutra, Arnold, 2020. "Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    22. Lee, Eung Jin & Bae, Joonheui & Kim, Kyung Hoon, 2020. "The effect of environmental cues on the purchase intention of sustainable products," Journal of Business Research, Elsevier, vol. 120(C), pages 425-433.
    23. Yin, Zhengqing & Li, Bo & Li, Shufei & Ding, Junqi & Zhang, Lingxian, 2022. "Key influencing factors of green vegetable consumption in Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    24. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.
    25. Vandecasteele, Bert & Geuens, Maggie, 2010. "Motivated Consumer Innovativeness: Concept, measurement, and validation," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 308-318.
    26. Gonzalo Wandosell & María C. Parra-Meroño & Alfredo Alcayde & Raúl Baños, 2021. "Green Packaging from Consumer and Business Perspectives," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    27. Foroudi, Pantea & Jin, Zhongqi & Gupta, Suraksha & Foroudi, Mohammad M. & Kitchen, Philip J., 2018. "Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention," Journal of Business Research, Elsevier, vol. 89(C), pages 462-474.
    28. Pantea Foroudi & Zhongqi Jin & Suraksha Gupta & Mohammad M. Foroudi & Philip Kitchen, 2018. "Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention," Post-Print hal-01813914, HAL.
    29. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.
    30. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    31. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    32. van Riel, Allard C.R. & Andreassen, Tor W. & Lervik-Olsen, Line & Zhang, Lu & Mithas, Sunil & Heinonen, Kristina, 2021. "A customer-centric five actor model for sustainability and service innovation," Journal of Business Research, Elsevier, vol. 136(C), pages 389-401.
    33. Maja Hosta & Vesna Zabkar, 2021. "Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior," Journal of Business Ethics, Springer, vol. 171(2), pages 273-293, June.
    34. Francesco Testa & Roberta Iovino & Fabio Iraldo, 2020. "The circular economy and consumer behaviour: The mediating role of information seeking in buying circular packaging," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3435-3448, December.
    35. Boobalan, Kirubaharan & Nachimuthu, Geetha Sulur, 2020. "Organic consumerism: A comparison between India and the USA," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    36. Zafar, Abaid Ullah & Shen, Jie & Ashfaq, Muhammad & Shahzad, Mohsin, 2021. "Social media and sustainable purchasing attitude: Role of trust in social media and environmental effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    37. Jianming Wang & Ninh Nguyen & Xiangzhi Bu, 2020. "Exploring the Roles of Green Food Consumption and Social Trust in the Relationship between Perceived Consumer Effectiveness and Psychological Wellbeing," IJERPH, MDPI, vol. 17(13), pages 1-14, June.
    38. Robert Mai & Stefan Hoffmann & Ingo Balderjahn, 2021. "When drivers become inhibitors of organic consumption: the need for a multistage view," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1151-1174, November.
    39. Sadiq, Mohd & Bharti, Kumkum & Adil, Mohd & Singh, Ramendra, 2021. "Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    40. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sk Abu Khalek & Anirban Chakraborty, 2023. "‘Do I share because I care?’: Investigating the factors influencing consumer's adoption of shared consumption," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5669-5685, December.
    2. Wei Zheng & Hongliang Qiu & Alastair M. Morrison, 2023. "Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior," IJERPH, MDPI, vol. 20(2), pages 1-23, January.
    3. Shehawy, Yasser Moustafa & Agag, Gomaa & Alamoudi, Hawazen O. & Alharthi, Majed D. & Brown, Abraham & Labben, Thouraya Gherissi & Abdelmoety, Ziad H., 2024. "Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. Tommaso Gallo & Francesco Pacchera & Chiara Cagnetti & Cecilia Silvestri, 2023. "Do Sustainable Consumers Have Sustainable Behaviors? An Empirical Study to Understand the Purchase of Food Products," Sustainability, MDPI, vol. 15(5), pages 1-21, March.
    5. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    6. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    7. Angelo Martella & Ilenia Maria La Porta & Marco Nicastro & Elisa Biagetti & Silvio Franco, 2023. "Ecological Balance of Agri-Food Supply Chains—The Case of the Industrial Tomato," Sustainability, MDPI, vol. 15(10), pages 1-12, May.
    8. Eva Hageman & Vikas Kumar & Linh Duong & Archana Kumari & Eileen McAuliffe, 2024. "Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 1081-1098, February.
    9. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Haj-Salem, Narjes & Ishaq, Muhammad Ishtiaq & Raza, Ali, 2022. "How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    4. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    5. Erni Rusyani & Rambabu Lavuri & Ardi Gunardi, 2021. "Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior," Sustainability, MDPI, vol. 13(9), pages 1-12, April.
    6. Jana Hojnik & Mitja Ruzzier & Maja Konečnik Ruzzier, 2019. "Transition towards Sustainability: Adoption of Eco-Products among Consumers," Sustainability, MDPI, vol. 11(16), pages 1-29, August.
    7. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    8. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    9. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    10. Zohra Ghali-Zinoubi, 2022. "Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors," Sustainability, MDPI, vol. 14(13), pages 1-17, July.
    11. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    12. Fraccascia, Luca & Ceccarelli, Gaia & Dangelico, Rosa Maria, 2023. "Green products from industrial symbiosis: Are consumers ready for them?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    13. Leibao Zhang & Yanli Fan & Wenyu Zhang & Shuai Zhang, 2019. "Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products," Sustainability, MDPI, vol. 11(15), pages 1-17, August.
    14. Sandra Ferreira & Olga Pereira, 2023. "Antecedents of Consumers’ Intention and Behavior to Purchase Organic Food in the Portuguese Context," Sustainability, MDPI, vol. 15(12), pages 1-13, June.
    15. Obuobi, Bright & Zhang, Yifeng & Adu-Gyamfi, Gibbson & Nketiah, Emmanuel & Grant, Martin Kobby & Adjei, Mavis & Cudjoe, Dan, 2022. "Fruits and vegetable waste management behavior among retailers in Kumasi, Ghana," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    16. Zaremohzzabieh, Zeinab & Ismail, Normala & Ahrari, Seyedali & Abu Samah, Asnarulkhadi, 2021. "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 732-743.
    17. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    18. Bin Wang & Jionghua Li & Ao Sun & Yongming Wang & Dianting Wu, 2019. "Residents’ Green Purchasing Intentions in a Developing-Country Context: Integrating PLS-SEM and MGA Methods," Sustainability, MDPI, vol. 12(1), pages 1-21, December.
    19. Margo E. Barker & Francis Wong & Christopher R. Jones & Jean M. Russell, 2019. "Food Purchasing Decisions and Environmental Ideology: An Exploratory Survey of UK Shoppers," Sustainability, MDPI, vol. 11(22), pages 1-18, November.
    20. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:bstrat:v:31:y:2022:i:7:p:2820-2838. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-0836 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.