Eco-label in food packaging: exploring its impact as a green communication tool on consumer purchase intention

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bachelor_Dao_Linh_2024.pdf (1.79 MB)

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School of Business | Bachelor's thesis
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Date

2024

Department

Mikkelin kampus

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

45+18

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Abstract

Objectives The main objectives of this research were to explore how eco-labels can become effective communication tools in comparison to traditional communication tools, study the impact of eco-labels on green purchase intentions, and finally propose relevant managerial implications. Overall, this research contributes to a deeper understanding of consumer responses to eco-labels and sustainable food products, proposing more effective marketing strategies and initiatives aimed at promoting environmentally responsible consumption patterns. Summary The research explored the existing literature on communication tools promoting sustainable food products. It examines the concept of eco-labels and identifies relationships between eco-labels and variables affecting green consumer behavior. This research used the quantitative method of a survey and collected 140 responses in total. The conceptual framework in the literature review guided the construction of the survey. Conclusions Eco-labels positively influence consumer green purchase intention through the effects of consumer knowledge, environmental concern, and consumer trust. Through their credibility, transparency, and accessibility, eco-labels provide consumers with verified indicators of a product's environmental qualities, fostering trust and confidence in eco-friendly purchasing decisions. This involves creating visually appealing and credible eco-labels that communicate the environmental at- tributes of products clearly and effectively.

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Thesis advisor

Mirońska, Dominika

Keywords

eco-label, communication tools, sustainability, food industry, sustainable food products, green marketing, consumer behavior, green purchase intention

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https://urn.fi/URN:NBN:fi:aalto-202405263587

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[kand] Kauppakorkeakoulu / BIZ (Open Access)