This study investigates the influence of eco-labels on the purchase intentions of Gen Z consumers in urban India, focusing on their role as trust-enhancing signals in the context of sustainable product choices. As environmental consciousness rises globally, brands are increasingly leveraging eco-labels to attract younger, sustainability-aware demographics. However, there exists a significant gap between the presence of eco-labels and their actual impact on consumer behaviour, particularly in the Indian Gen Z segment.
The research draws upon consumer behaviour frameworks such as the Theory of Planned Behaviour and cue utilization theory to examine how Gen Z interprets, evaluates, and acts upon eco-labels during purchase decisions. A mixed-method approach is employed—combining structured surveys with in-depth interviews—to uncover both statistical patterns and deeper psychological drivers. Special emphasis is placed on eco-label literacy (understanding and trust) and how it moderates the relationship between environmental claims and actual buying behaviour.
By shedding light on the complex interplay between awareness, perception, and action, this study contributes to both academic discourse and brand strategy. It aims to guide marketers, policy makers, and sustainability advocates in designing more credible and engaging eco-communication that resonates with India’s next-generation consumers.