The effect of eco-label and perceived consumer effectiveness toward green purchase

Although many studies on green marketing were conducted, factors influencing consumers toward their purchases, for instance, perceived consumer effectiveness, still need to be explored. This study investigates such as eco-labels, product attributes, and environmental concern about purchases. The surveyed 200 Indonesian students who purchased used Body Shop products. Overall, all the proposed hypotheses are supported. Specifically, eco-labels positively affect both attributes effectiveness. While products effectiveness influence concerns. last hypothesis related concerns purchases also shows a positive relationship. Lastly, strategy is discussed study's implication.