The Influence of Eco-Labelling and Green Claims on Online Purchase Decisions
Title
The Influence of Eco-Labelling and Green Claims on Online Purchase Decisions
Authors
Arulmozhi | Deepa
Keywords
Eco-labelling | Online purchase
Publication Details
Vol: 11; No: 4; Dec. 25 | ISSN: 2455-3921
Abstract
The rapid growth of e-commerce has heightened the importance of eco-labelling and green claims as key digital cues influencing consumer behaviour. This study examines how eco-labels and sustainability-related claims shape online purchase decisions, consumer trust, and perceived product quality among shoppers in the Coimbatore district. Using a descriptive research design, primary data were collected from 200 respondents through a structured questionnaire. Analytical tools such as percentage analysis, chi-square tests, and correlation analysis were employed to evaluate awareness levels, trust perceptions, and behavioural outcomes. The findings reveal that most consumers possess moderate awareness of eco-labels and are moderately influenced by green claims, though concerns regarding authenticity and greenwashing persist. The chi-square analysis confirms a significant association between eco-label awareness and purchase decisions, while correlation results show a moderately strong positive relationship (r = 0.62) between trust in green claims and online purchase intention. The study highlights the need for credible certifications, transparent sustainability communication, and stronger monitoring mechanisms to enhance consumer confidence. Overall, the research underscores the pivotal role of eco-labelling and green claims in shaping sustainable consumption patterns in digital marketplaces and provides strategic insights for e-commerce platforms, marketers, and policymakers.
Corresponding Author
Ms. B.Arulmozhi, Research Scholar, Department of Management, Sri Ramakrishna College of Arts and Science, Coimbatore, Tamil Nadu, India
