The Effect of Eco-labeling on Green Purchase Behavior Considering the Mediating Role of Environmental Concern and Environmental Attitude and the Moderating Role of Religious Values

Articles in Press

Document Type : Original Article

Authors

1 Iran kurdistan province/Sanandaj/university of kurdistan /Faculty of Humanities and Social Sciences

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

3 Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj

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.

Keywords

Main Subjects

Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 03 February 2026

Files

Share

How to cite

Statistics