Do eco labels matter for green business strategy and sustainable consumption? A mixed method investigation on green products

Abstract Since the advent of the Industrial Revolution, factories have been spewing out noxious substances at an unmitigated rate, leading to environmental degradation. The need for sustainable consumption has stoked the desire for green products. The study aims to contribute to the existing body of knowledge regarding the use of eco‐labels by firms in order to meet the consumers' green purchasing behaviour. The study employs a mixed‐method approach to investigate the underlying psychological aspects that affect consumers' green purchasing behaviour. The current study used the grounded theory method to identify themes and variables based on the data collected through interviews. These themes and variables were subsequently used to construct the conceptual framework for the qualitative analysis. The conceptual framework was then empirically tested using Partial Least Squares Structural Equation Modelling (PLS‐SEM) statistical analysis (quantitative analysis). The findings unfold potential areas where businesses, through eco‐labels, could transpire information and capitalise on this behavioural shift among consumers for green products. The study eventually offers eco‐labels as a viable green business strategy which clears the haze of ambiguity and make space to safeguard our environment.