Impact of consumers’ awareness concerning eco-labelling on their

Purpose: Identifying the impact of consumers’ awareness concerning eco-labelling on their pro-ecological market behavior. Design/methodology/approach: A critical and comparative literature review was chosen as a research method. Findings: Most of the results found in the literature confirm that awareness concerning eco-labelling positively impacts consumers’ pro-ecological behavior. Generally the findings indicate that eco-labelling is often worthwhile because it enhances the business rationale for delivering products with eco-components. Research implications: The change in consumer awareness in the area of eco-labelling leads to the change of consumer behavior towards ecological products. Hence the use of eco-labels can be an important marketing tool in shaping consumer behavior on the market. Practical implications: The findings indicate that eco-labelling is worthwhile as it enhances the business rationale for delivering products with eco-components. Originality/value: The identification, estimation and evaluation of the model of direct relation between consumer awareness concerning eco-labelling and consumer pro-ecological behavior on the market.