Abstract

Purpose

The study investigates factors influencing consumers' application of prior ecolabel knowledge in their green consumption, focusing on the primary grocery shopper of each household in Sweden.

Design/methodology/approach

The authors used a qualitative research method with an inductive approach. Semi-structured interviews and thematic analysis have been used for data collection and analysis. A convenient sampling method was used in choosing the participants. Reliability and validity were considered to ensure the study’s trustworthiness.

Findings

The findings confirm that general environmental knowledge, eco-label knowledge, and awareness influence the application of consumers’ prior ecolabel knowledge and purchase behaviour. Furthermore, our result showed altruism, health benefits, product attributes, and label credibility are the motivating factors that influence consumers’ application of prior ecolabel knowledge. While product visibility, lack of knowledge, price sensitivity, and product availability are the constraint factors influencing the consumer’s application of prior ecolabel knowledge. 

Originality/value

The study examined factors that influence applying prior ecolabel knowledge in green consumer consumption in Sweden. Practitioners, marketers and prospect scholars will benefit from the study by understanding the gap between factors influencing the application of ecolabel knowledge in consumers' purchase behaviour. 

Keywords: Ecolabel knowledge, Environmental awareness, Green product attributes, purchase behaviour, green consumption