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Integrating General Environmental Knowledge and Eco-Label Knowledge in Understanding Ecologically Conscious Consumer Behavior

机译：整合一般环境知识和生态标签知识了解生态意识的消费者行为

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Global warming and climate change have become emerging issues for marketing to promote ecologically conscious consumer behavior. Past studies investigated the role of general environmental knowledge in attitude-behavior relationship of pro-environmental consumer behavior. Using the Theory of Reasoned Action (TRA) as a guiding framework, this study takes a fresh look at attitude-behavior relationship that integrates both general environmental knowledge and knowledge of eco-labels in the model to investigate their role in predicting ecologically conscious consumer behavior. The study finds that both general environmental knowledge and eco-label knowledge positively influence consumer attitudes towards environment in driving ecologically conscious consumer behavior. The findings suggest that marketing strategy, specifically communication strategy, needs to focus on educating consumers about issue-specific environmental knowledge (e.g., eco-label knowledge) along with general environmental knowledge. Further research should integrate more issue-specific dimensions to investigate pro-environmental consumer behavior.
机译：全球变暖和气候变化已经成为促进生态意识的消费者行为的营销问题。过去的研究调查了一般环境知识在亲环境消费行为的态度行为关系中的作用。使用原理行动理论（TRA）作为指导框架，这项研究采用了新的态度行为关系，这一致整合了模型中的一般环境知识和对生态标签的知识，以研究其在预测生态意识的消费者行为方面的作用。该研究发现，一般环境知识和生态标签知识都会积极影响消费者对促进生态意识的消费行为的环境的态度。调查结果表明，营销策略，特别是沟通战略，需要专注于教育消费者关于特定问题的环境知识（例如，生态标签知识）以及一般环境知识。进一步的研究应整合更多的问题特定维度来调查亲环境的消费者行为。

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