The effect of attitudes towards eco-labeled personal care products on purchasing behavior

Modern consumers, aware of the environmental problems we encounter in our daily lives, increasingly direct their shopping preferences towards environmentally friendly products, and the importance of environmental factors in purchasing these products is increasing daily. Especially in an industry that has become an integral part of daily life, such as personal care products, consumers' environmental awareness and attitudes towards environmentally friendly products are critical to marketing strategies. Consumers contribute to protecting natural resources, and minimizing environmental impacts by choosing products with organic ingredients and reducing the use of chemicals. Environmentally friendly products are produced from recyclable or renewable materials, which contribute to reducing waste and using natural resources more efficiently. The research evaluates the environmental awareness, attitude towards the environment and green marketing perceptions of consumers purchasing personal care products, and it examines the effect of consumers' attitude towards eco-labeled products on their purchasing behavior. In addition, the study evaluates the moderating role of income status and gender in the effect of consumers' attitudes towards eco-labeled personal care products on purchasing behavior. In this context, a face-to-face and online survey is conducted on 754 consumers who were 18 years of age and over, resided in Balıkesir, and purchased personal care products in the last year. The data obtained in the study is tested with Structural Equation Models based on Partial Least Squares. According to the regression analysis findings obtained in the research, consumers' attitude towards eco-labeled personal care products impacts purchasing behavior, and consumers' gender and income level do not have moderator role in this effect. While this research contributes to the literature in the context of eco-labeling, it also provides valuable insights for industrial practises.