Integrating General Environmental Knowledge and Eco-Label Knowledge in Understanding Ecologically Conscious Consumer Behavior

Global warming and climate change have become emerging issues for marketing to promote ecologically conscious consumer behavior. Past studies investigated the role of general environmental knowledge in attitude-behavior relationship of pro-environmental consumer behavior. Using the Theory of Reasoned Action (TRA) as a guiding framework, this study takes a fresh look at attitude-behavior relationship that integrates both general environmental knowledge and knowledge of eco-labels in the model to investigate their role in predicting ecologically conscious consumer behavior. The study finds that both general environmental knowledge and eco-label knowledge positively influence consumer attitudes towards environment in driving ecologically conscious consumer behavior. The findings suggest that marketing strategy, specifically communication strategy, needs to focus on educating consumers about issue-specific environmental knowledge (e.g., eco-label knowledge) along with general environmental knowledge. Further research should integrate more issue-specific dimensions to investigate pro-environmental consumer behavior.