Exploring the Impact of Consumer Engagement with Green Labels on the Intention to Purchase Sustainable Products Mediated by Green Attitude

Document Type : Research Paper

Authors

Department of Management, Economics and Accounting, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran

10.30473/ee.2025.71808.2755

Abstract

The main objective of the present study was to investigate the impact of consumer engagement with green labels on the purchase intention of sustainable packaged products, with green attitude serving as a mediator (case study: bottled water consumers in the city of Gorgan). The statistical population of this study consisted of bottled water consumers in Gorgan. A sample of 210 individuals was calculated using the structural equation modeling method and selected via cluster sampling. Data were collected through a questionnaire. This research is of an applied and descriptive survey nature, and data collection was conducted using a five-point Likert scale questionnaire. The validity of the questionnaire was evaluated using convergent validity (average variance extracted) and discriminant validity (Fornell and Larcker criterion, cross-loading test, and heterotrait-monotrait ratio). The reliability of the instrument was confirmed using Cronbach's alpha, composite reliability, and homogeneity reliability, with reliability scores of the questionnaire variables assessed to be above 0.7. Finally, the data obtained from the questionnaire were analyzed using statistical tests. The direct effect of consumer engagement with environmentally friendly labels on the purchase intention of sustainable packaged food products was found to be 0.189, while the indirect effect through attitude towards purchasing green products was 0.186. The direct effect of consumer engagement with environmentally friendly labels on the attitude towards purchasing green products was 0.447, and the direct effect of the attitude towards purchasing green products on the purchase intention of sustainable packaged food products was 0.416. These hypotheses were confirmed based on their significance values.


This research is of an applied and descriptive survey nature, and data collection was conducted using a five-point Likert scale questionnaire. The validity of the questionnaire was evaluated using convergent validity (average variance extracted) and discriminant validity (Fornell and Larcker criterion, cross-loading test, and heterotrait-monotrait ratio). The reliability of the instrument was confirmed using Cronbach's alpha, composite reliability, and homogeneous reliability, with reliability scores of the questionnaire variables assessed to be above .7.



Finally, the data obtained from the questionnaire were analyzed using statistical tests. The direct effect of consumer engagement with environmentally friendly labels on the purchase intention of sustainable packaged food products was found to be .189, while the indirect effect through attitude towards purchasing green products was .186. The direct effect of consumer engagement with environmentally friendly labels on the attitude towards purchasing green products was .447, and the direct effect of the attitude towards purchasing green products on the purchase intention of sustainable packaged food products was .416. These hypotheses were confirmed based on their significance values.

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References

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Journals of Environmental Education and Sustainable Development
Volume 14, Issue 2
January 2026
Pages 33-50

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