The influence of ecolabels in the consumption of green products: a study on Durban consumers

The purpose of the study is to ascertain the influence of ecolabels in the consumption of certified green products. It explores ecolabels in Durban, hoping to gain valuable insights into ecolabels’ role in influencing the consumption of certified green products. The study employed a quantitative and a non-probability sampling method to understand the influence of ecolabels among green consumers in Durban. To ensure that the data represents the diversity of Durban consumers, a random sampling method was adopted. The data was collected using questionnaires and analysed using the IBM SPSS Version 25. The study employed a sample of 384 customers from retail malls within selected Durban suburbs. The findings revealed that consumers generally have a positive perception of ecolabels and are likely to recommend certified green products. However, the data also revealed that there is scepticism around certified green products as they are considered expensive and can perhaps be attributed to the high cost of certification, credibility issues and the cost associated with the ecolabelling. There is a potential trend towards wider acceptance, with more respondents trusting the authenticity of ecolabels than not. The study also found that older respondents and those with higher income tend to have a more positive perception of ecolabels, potentially due to higher disposable income and greater familiarity with the concept. This suggests that addressing concerns about cost and credibility could further increase positive consumer perception of ecolabels. Businesses can use these findings to develop strategies to address consumer concerns about the cost and credibility of certified green products. They can also target marketing efforts towards older demographics and higher-income consumers who are more receptive to ecolabels. Policymakers can use the findings to evaluate the effectiveness of existing ecolabeling programs and also develop strategies to increase consumer awareness and trust in ecolabels, especially younger audiences. Key Words:Ecolabels; green products; green consumption; consumer behaviour; certified green products