Does Sustainable Label Add Value to You? Purchase Behavior Through the Lens of the Theory of Consumption Values

This study explores the factors that affect consumers’ choice behavior when purchasing products with sustainable eco-labels through the lens of the Theory of Consumption Values (TCV). It also looks at whether there are any appreciable variances in consumption values and making choices among consumers with various levels of sustainable eco-label awareness and consumer innovativeness. A structured questionnaire survey's data is evaluated using structural equation modeling. The findings reveal that consumers, who are aware of sustainable eco-labeling and are innovative, support sustainable eco-labeling products more and purchase them. This study concludes that emotional, social, and epistemic consumption values, rather than functional and conditional values—are the primary determinants of consumer behavior when making choices about products with sustainable eco-labels. This study has significant managerial and societal benefits since it offers crucial insights on how to effectively promote sustainable eco-labeled goods.