Consumer Behaviour When Buying Eco-Labelled Products: Lesson for Public Administration

Abstract

The research investigates consumer behaviour when purchasing eco-labelled products, emphasising trust, perceived consumer efficiency, and barriers such as price and availability. The aim of the article is to analyse Slovak consumers' behaviour when buying eco-labelled products and to identify the main factors influencing their decisions. Data were collected through an online questionnaire (N = 757) and analysed using χ² tests, ANOVA, regression, and SEM. The results indicate that trust significantly predicts purchase frequency, while barriers diminish this effect. Eco-labels have the strongest impact in everyday consumption categories (food, cosmetics, drugstore products). The source of information is crucial, with personal recommendations and online reviews enhancing trust, whereas social networks tend to weaken it. The findings confirm that the effectiveness of eco-labels depends on their credibility, transparency, and the context of the product category. The article highlights practical implications for policymakers and businesses, strengthening independent certification and improving the clarity of labels can bridge the gap between attitudes and actual purchasing behaviour.