This study examines the effectiveness of eco-labels in shaping consumer purchase behavior by incorporating the moderating role of green trust and the mediating role of purchase intention within a structured behavioral framework. Eco-labels are conceptualized as key sustainability signals that influence consumer perceptions, attitudes, and evaluations of environmentally friendly products. The study argues that while eco-labels enhance perceived value and reduce information asymmetry, their effectiveness is contingent upon the level of trust consumers place in sustainability claims. Green trust is identified as a crucial determinant that strengthens the credibility of eco-labels, reduces skepticism, and enhances consumers’ willingness to rely on environmental information in decision-making. The findings indicate that eco-labels positively influence green purchase intention, which in turn serves as a direct predictor of actual purchase behavior. The moderating role of trust reveals that eco-label effectiveness varies significantly depending on perceived authenticity and reliability of sustainability claims. Purchase intention emerges as a critical mediating mechanism that translates eco-label evaluation and trust into behavioral outcomes, highlighting the sequential nature of consumer decision-making. The study further emphasizes the influence of digital environments, social exposure, and sustainability communication in strengthening intention formation and enhancing eco-label visibility. The overall findings provide strong evidence that sustainable consumer behavior is driven by an interaction of cognitive evaluation, emotional engagement, and trust-based validation.
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