Integrating General Environmental Knowledge and Eco-label Knowledge in Understanding Pro-Environmental Behaviors of Vietnamese Customers

Pro-environmental behavior and green consumption have become popular topics in recent years due to environmental problems caused by human activities, especially the overconsumption of consumers. This study aims at integrating two types of knowledge: general environmental knowledge and eco-label knowledge to examine their influence on pro-environmental behavior (PECB). Moreover, trust in eco-labels and attitude towards the environment are also incorporated as mediators to further investigate the effects on consumers? behavior. The findings indicate that eco-label knowledge, a context-specific understanding, supplements the general environmental knowledge in enhancing the customer commitment to pro-environmental behaviors. These relationships are directly and indirectly mediated by customer attitude towards the environment and their trust in eco-labels. The study assists governments and businesses in considering the employment of context-specific knowledge such as knowledge related to eco-labels to better shape and influence customers? attitudes and behaviors.