Impact of ecolabels on consumers’ purchasing behavior: a quantitative study in the Agri-food Sector in Algeria

Abstract

This thesis investigates the impact of ecolabels on consumers' purchasing behavior within the Agri-food Sector in Algeria, addressing a notable gap in research on green consumption patterns in the country. Drawing on the Theory of Planned Behavior (TPB) and subscribing to the broader framework of sustainable marketing's contribution to sustainable development, the study focuses on ecolabels as a sustainable marketing practice indicative of progress towards Sustainable Development Goal 12 (responsible production and consumption). Employing a quantitative approach with a questionnaire, data were collected from 416 respondents. Findings revealed significant positive impacts of environmental concern, green advertising, and green trust on consumers' purchasing behavior, along with factors such as ecolabel awareness and green product knowledge. Regarding the influence of socio-economic factors, no significant effect of education level and income level on consumers' purchasing behavior was observed in the study. Overall, the study underscores a shift towards responsible consumption patterns contributing to Sustainable Development Goal 12, highlighting the potential for businesses to align with consumer values and contribute positively to environmental sustainability.