The Effectiveness of Eco-Labels in Influencing Consumer Behavior for FMCG Products in Bangkok, Thailand

Abstract

The increasingly growing demand for environmentally friendly products and services, especially in the fast-moving consumer goods (FMCG) industry, has led to an increased usage of eco-labels worldwide as consumers and policy-makers are shifting more focus on eco-consciousness and sustainability. Understanding how eco-labels influence consumer purchasing behavior, especially for FMCG products, remains relatively unknown. This study investigates the impact of the marketing mix 4Ps (product, price, place and promotion), climate change attitudes, perceptions, and consumers' perceived value of eco-labeled products on their purchasing behavior in Bangkok, Thailand. The findings of this study highlight the significant influence of various factors on consumer behavior when purchasing eco-friendly, eco-labeled products. These factors cover a range of variables that influence consumers' decision-making in this domain.