The Role of Eco-Labels in Influencing Green Purchase Intention: An Empirical Study among Indian Consumers

Author(s)	Ms. Aradhana Negi
Country	India
Abstract	This study examines the role of eco-labels in influencing green purchase intention (GPI) among Indian consumers. Drawing upon the Theory of Planned Behavior and Signaling Theory, it investigates how eco-label awareness, eco-label credibility, and green trust shape consumers' intentions to purchase environmentally sustainable products. A quantitative survey of 510 Indian consumers was analyzed using Structural Equation Modeling. Results indicate that eco-label awareness and credibility significantly and positively influence GPI, with green trust serving as a partial mediator between credibility and GPI. Environmental concern further moderates the relationship between green trust and GPI. This study contributes to green marketing literature by integrating TPB with Signaling Theory in the Indian emerging market context, highlighting eco-labels as trust-enhancing signals for sustainable consumption.
Keywords	Eco-labels, Green Purchase Intention, Green Trust, Theory of Planned Behavior, Signaling Theory, Indian Consumers
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-11
DOI	https://doi.org/10.36948/ijfmr.2026.v08i04.83535

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research