The Relationship between Eco-labeling and Green Purchase Behavior: The Role of Environmental Perceptions and Religious Values

Document Type : Original Article

Authors

1 Assistant professor, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran.

2 MBA graduate, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran.

10.22034/cbsj.2026.143808.2846

Abstract

The environment is significantly impacted by consumer choices, to the extent that researchers attribute more than one-third of environmental damages to consumption. It is clear that if the trend of non-green consumption continues, the rate of environmental degradation could worsen from its current state. So, various countries have implemented numerous laws and requirements to mitigate the harmful effects of production and consumption, offering a wide range of solutions and plans. Eco-labeling, as one of the key tools in green marketing and an influential factor in consumer purchasing behavior, communicates environmental information about a product from producers to customers, enabling them to make decisions that consider human health and environmental well-being. The young generation has rarely been examined in previous studies. Accordingly, the present study investigates the effects of eco labeling, considering the mediating role of environmental concerns and attitudes, and the moderating role of religious values, on the green purchasing behavior of young consumers. This research was conducted using a quantitative relying upon survey method. The required data were collected through questionnaire using convenience sampling from 342 students at the University of Kurdistan. The data were analyzed using structural equation modeling in Smart PLS software. The findings indicate that green labeling influences green behavior by affecting consumers’ environmental attitudes and concerns. However, no evidence was found to support the moderating effect of religious values on the green purchasing behavior.

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Main Subjects

References

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Consumer Behavior Studies Journal
Volume 12, Issue 4
April 2026
Pages 197-224

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