The Influence of Eco-Labels on Consumer Behaviour Toward Sustainable Clothing: A Study on Awareness and Purchase Decisions

Abstract

This research investigates the impact of eco-labels on the awareness, trust, and buying behaviour of consumers towards sustainable clothing in India. As the global and local conversations around sustainability intensify, consumers are more concerned—not only about what they are wearing, but how and where the clothing is manufactured and produced. Eco-labels, which are the trust signals of green brands, help in a brand’s eco-labels awareness, brand perception, brand custodianship, and eco-labels perception mapping through information transparency. Focusing on a mixed-method approach comprising 200 surveys and 10 in-depth interviews of retailers in metropolitan cities, the study analyses the relationship among the three variables, namely awareness, trust, and purchase decisions. The results indicate a significant positive relationship (r = 0.63) between awareness of eco-labels and purchase behaviour, with trust serving as a pivotal mediator. This research contributes to practical implications of strengthening eco-labels communication for sustainable consumption and provides directions towards brands and policymakers.