Abstract:
This thesis examines the contribution of eco-labeling and green advertising towards
achieving Sustainable Development Goal 12 (SDG 12) on responsible consumption and
production. SDG 12 aims to promote sustainable patterns of consumption and production
worldwide. Eco-labeling and green advertising are strategies employed to inform and influence
consumers towards making environmentally conscious choices. The research adopts the
measurement and structural model to assess the impact of eco-labeling and green advertising on
consumer behavior related to responsible consumption and production. The study explores how
these strategies influence consumer perceptions, attitudes, and purchase intentions towards
environmentally friendly products. Participants were exposed to a questionnaire including
questions on eco-labeled products, green advertising campaigns, or a combination of both. Data
was collected on consumer perceptions of eco-labeling and green advertising, their
understanding of sustainability concepts, their attitudes towards responsible consumption, and
their purchase intentions for environmentally friendly products. Statistical analyses was
conducted to examine the impact of eco-labeling and green advertising on consumer behavior,
with a focus on SDG 12 indicators. The findings of this study are expected to contribute to the
understanding of how eco-labeling and green advertising can facilitate responsible consumption
and production practices. The research will provide insights into the effectiveness of these
strategies in influencing consumer behavior and their potential for promoting sustainable
development. The results will have implications for policymakers, businesses, and marketers in
their efforts to encourage environmentally conscious choices and achieve SDG 12 targets.
Overall, this research aims to shed light on the role of eco-labeling and green advertising in
promoting responsible consumption and production and their contribution towards the
achievement of SDG 12. By exploring the effectiveness of these strategies, this study will
provide practical recommendations for leveraging eco-labeling and green advertising to foster
sustainable behaviors and support global sustainability goals.
