Consumers' purchase behavior of Cradle to Cradle certified® products - the role of trust and supply chain transparencyDamberg, Svenja (Avtor) Saari, Ulla A. (Avtor) Fritz, Morgane M. C. (Avtor) Dlugoborskyte, Vytaute (Avtor) Božič, Katerina (Avtor) Cradle to Cradleeco-labelgreen product innovationgreen purchase behaviorgreen supply chainssustainable consumptionConsumers' trust in eco-labels is declining due to the growing number of different kinds of eco-labels that can be uncertified and related to greenwashing. This paper argues that providing more transparency regarding green supply chains (GSCs) through eco-labels (such as Cradle to Cradle Certified ® ) is critical for creating trust and convincing consumers to buy eco-products over conventional ones. Building on previous literature related to sustainable consumption behavior, green purchasing behavior, Cradle to Cradle certification and GSC management, we develop and test a conceptual model to empirically investigate the links between consumers' trust in eco-product labels and GSC perceptions in influencing green purchase behavior (GPB) in the case of eco-friendly fast-moving consumer goods (FMCGs). By studying a sample of 276 German consumers and applying structural equation modeling, we find that the trust in eco-product labels and positive perceptions of GSCs are impor- tant drivers of GPB. Our research contributes by expanding the knowledge on the factors influencing the acceptance of eco-products, highlighting the importance of supply chain transparency and trust in GSCs among consumers. We discuss theoreti- cal implications for green product innovation and marketing including eco-product labeling based on transparent GSCs.20242025-07-10 10:47:03Članek v reviji170617sl