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All Journal International Journal of Business, Law, and Education West Science Business and Management West Science Journal Economic and Entrepreneurship West Science Interdisciplinary Studies West Science Interdisciplinary Studies
Kristian Panjaitan, Feliks Anggia Binsar
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Journal : West Science Business and Management

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Consumer Responses to Sustainable Product Labeling (Eco-label) in Purchasing Decisions Kristian Panjaitan, Feliks Anggia Binsar; Sinaga, Hommy Dorthy Ellyany
West Science Business and Management Vol. 3 No. 03 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i03.2235

Abstract

This study examines consumer responses to sustainable product labels (eco-labels) and their influence on purchasing decisions in Indonesia. Using a quantitative research design, data were collected from 150 respondents through a structured questionnaire with a 1–5 Likert scale. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) to evaluate both the measurement and structural models. Results indicate that eco-label perception has a significant positive effect on consumer trust and purchasing decisions. Furthermore, consumer trust plays a mediating role, strengthening the relationship between eco-label perception and purchase behavior. Environmental awareness also emerged as a strong determinant of purchasing decisions, showing that consumers who are more environmentally conscious are more responsive to eco-labels. The model demonstrated substantial explanatory power (R² = 0.62) for purchasing decisions, confirming the importance of eco-labels, trust, and awareness in shaping sustainable consumer behavior in Indonesia. These findings provide practical implications for businesses and policymakers in promoting eco-labeled products and fostering sustainable consumption.
Co-Authors Arini, Rani Eka Bunyamin, Ilham Akbar Muhammad Taali Sinaga, Hommy Dorthy Ellyany Zainal Abidin