Consumers' purchase behavior of Cradle to Cradle certified® products - the role of trust and supply chain transparency

Damberg, Svenja (avtor), Saari, Ulla A. (avtor), Fritz, Morgane M. C. (avtor), Dlugoborskyte, Vytaute (avtor), Božič, Katerina (avtor)

Consumers' 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.

• Jezik: Angleški jezik
• Ključne besede: Cradle to Cradle, eco-label, green product innovation, green purchase behavior, green supply chains, sustainable consumption
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2024
• Št. strani: Str. 8280-8299
• Številčenje: Vol. 33, iss. 8
• PID: 20.500.12556/RUL-170617
• UDK: 502.131.1
• ISSN pri članku: 0964-4733
• DOI: 10.1002/bse.3919
• COBISS.SI-ID: 204484611
• Datum objave v RUL: 10.07.2025

Gradivo je del revije

• Naslov: Business strategy and the environment
• Skrajšan naslov: Bus. strategy environ.
• Založnik: European Research Press, John Wiley & Sons
• ISSN: 0964-4733
• COBISS.SI-ID: 512082457

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: inovacije, trajnostni razvoj, trženje, blagovne znamke, innovations, sustainable development, marketing, brands