Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness. Case Study of Ecuador

Nelson Carrión-Bósquez
* ORCID logo ,
Iván Veas-González
ORCID logo ,
Franklin Naranjo-Armijo
,
Mary Llamo-Burga
,
Oscar Ortiz-Regalado
ORCID logo ,
Wilfredo Ruiz-García
ORCID logo ,
Wilson Guerra-Regalado
ORCID logo ,
Cristian Vidal-Silva
Version 1 : Received: 19 December 2023 / Approved: 20 December 2023 / Online: 20 December 2023 (10:35:25 CET)

A peer-reviewed article of this Preprint also exists.

Carrión-Bósquez, N.; Veas-González, I.; Naranjo-Armijo, F.; Llamo-Burga, M.; Ortiz-Regalado, O.; Ruiz-García, W.; Guerra-Regalado, W.; Vidal-Silva, C. Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness—Case Study of Ecuador. Foods 2024, 13, 228. Carrión-Bósquez, N.; Veas-González, I.; Naranjo-Armijo, F.; Llamo-Burga, M.; Ortiz-Regalado, O.; Ruiz-García, W.; Guerra-Regalado, W.; Vidal-Silva, C. Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness—Case Study of Ecuador. Foods 2024, 13, 228.

Abstract

The present study identified the influence of green advertising and eco-labels on the attitude and environmental awareness of millennials who purchase ecological products in shopping centers in Ecuador. The research was quantitative, correlational and with a cross-sectional design. A total of 430 millennials participated in the study. A 20-question survey was applied in person outside the shopping centers of Quito and Guayaquil - Ecuador. The convergent and discriminant validity of the research model was verified using Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM). SPSS 20 and AMOS 24 programs were used for statistical analysis. The results show that green advertising influences environmental attitudes (β: 0,245) and awareness (β: 0,110) and specifically influences purchasing behaviour (β: 0,154) for green products. Although eco-labels do not directly influence purchasing behaviour (β: 0,128), they influence the attitudes (β: 0,406) and ecological awareness (β: 0,277) of millennials who buy organic products. This article is one of the first studies to identify the relationship between green advertising elements and green product purchasing behaviors among millennials in a developing country, concluding that marketing strategies based on green advertising and eco-labels have an impact on the attitude and environmental awareness of millennials, but only advertising directly affects purchasing behaviour while eco-labels do not. This research has social implications since it corroborates that millennials are concerned about environmental problems and are willing to contribute to sustainability.

Keywords

Green advertising; Eco-labels; Environmental attitudes; Environmental awareness; Green purchase intention.

Subject

Social Sciences, Other

Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Download PDF

Comments (0)

We encourage comments and feedback from a broad range of readers. See criteria for comments and our Diversity statement.

Leave a public comment
Send a private comment to the author(s)
* All users must log in before leaving a comment
Views 0
Downloads 0
Comments 0
Metrics 0
Get PDF Cite Share 0
Bookmark BibSonomy Mendeley Reddit Delicious
×
Alerts
Notify me about updates to this article or when a peer-reviewed version is published.
We use cookies on our website to ensure you get the best experience.
Read more about our cookies here.