| Abstract [eng] |
The market for sustainable products is growing rapidly – it is projected to reach a global value of 12 trillion USD by 2030 (Ingenbleek & Krampe, 2023). In 2023 alone, products with sustainability labeling generated 20% of global revenue (Euromonitor, 2024), and many young consumers are willing to pay a premium for such products (Statista, 2022a). Notably, trust in sustainable products is undermined by the phenomenon of greenwashing concerns – only 23% of consumers trust brands’ information and symbols related to sustainability (Riaz et al., 2023). Eco-literacy – defined as consumers’ ability to understand environmental issues and recognize credible sustainability information – is becoming a critical factor in promoting sustainable behavior (Cheah & Phau, 2011; Wei et al., 2018). Existing research shows that the impact of consumer eco-literacy on behavioral responses, such as the intention to buy sustainable products or to pay a premium for them, can be either direct or mediated by other variables. All things considered, the research question of the project is: How does consumer eco-literacy impact their behavioral intentions to buy and pay a premium for sustainable products? The aim of the project is to theoretically and empirically substantiate the impact of consumer eco-literacy on their intentions to buy sustainable products and willingness to pay a premium for them. Main project results. Based on the literature review, six main research constructs were identified: consumer eco-literacy, attitude toward sustainable products, perceived consumer effectiveness, green wash fear and two behavioral intentions. The model proposed both direct and indirect relationships between the constructs. The empirical analysis was conducted with 482 respondents who met two criteria: they had previously purchased sustainable cosmetics and possessed basic knowledge about sustainability. Factor analysis revealed that the construct of consumer eco-literacy consists of two core dimensions – knowledge and understanding, awareness and practical actions. Descriptive analysis showed that respondents tended to agree with statements related to consumer eco-literacy, attitude toward sustainable cosmetics, and perceived consumer effectiveness. However, they were more skeptical about greenwashing-related items. Agreement with statements regarding the intention to buy sustainable cosmetics was higher, whereas the average values related to the willingness to pay more remained lower. Regression analysis revealed that consumer eco-literacy had a significant impact on the intention to buy sustainable cosmetics. However, the hypothesis predicting its impact on the willingness to pay a premium was not supported. The indirect impact of consumer eco-literacy on both behavioral intentions was stronger when mediated by attitude toward sustainable cosmetics and perceived consumer effectiveness. Furthermore, the results showed that green wash fear significantly weakened the impact of consumer eco-literacy on the intention to buy sustainable cosmetics. The moderating effect was weaker in the relationship between perceived consumer effectiveness and the intention to buy sustainable cosmetics. |
