How innovation, transparency, and environmental consciousness determine customers' perceptions of ecolabeled products

By promoting a sustainable lifestyle, eco-labeling is an effective marketing tool to advertise products and convey environmental messages, hence it leads to the emergence of eco-labeled products in some recent years. Perceived better quality and higher consumption value are two key reasons for this uprising movement Therefore, to understand the stimuli of these customer perceptions, the present study focuses on investigating the impacts innovation, transparency, and environmental consciousness oncustomer perceptions of eco-labeled products. The term of customer perception was observed under two dimensions: the perceived quality and perceived value of eco-labeled products. An online survey with structured questionnaire was conducted throughout the nation, and PLS-SEM was employed to analyze the collected data. The findings proved the positive and significant impacts of innovation, transparency, and environmental consciousness on both the customer perceived quality and customer perceived value of eco-labeled products. The perceived quality also positively influences the customer over perceived value of consuming eco-labeled products.