Published Paper Details:

This paper tries to explore how eco label awareness affect green purchase intention with the mediating role of environmental concern and moderating role of green skepticism. The study followed a quantitative research approach. Through structured online questionnaires, data was collected from 454 Gen Z Consumers using purposive sampling method. Partial least squares structural equation modeling (PLS SEM) has been used for analysis. The results indicate that eco label awareness significantly contributes to environmental concern, leading to green purchase intention. Moreover, green skepticism moderates the relationship between eco label awareness and environmental concern. Policy makers, businesses and sustainable marketers can improve green purchase intention of consumers through eco label awareness. However, they should work on reducing green skepticism by providing strong proofs to boost the purchase intention of consumers. The research identifies the dual effect of environmental concern and green skepticism showing that both work together in opposite direction. This is an addition to previous literature by providing more realistic way of analysing the behavior of consumers in the area of sustainability.