Contribution of Eco Labeling and Green Advertising towards Responsible Consumption and Production (SDG 12)

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.