ECO-LABELLING AND UNDERGRADUATE STUDENTS’ PURCHASE INTENTIONS FOR ENIVIRONMENTALLY FRIENDLY PRODUCTS AT FEDERAL UNIVERSITY OTUOKE BAYELSA STATE.
Abstract
This study investigates the influence of eco-labelling on undergraduate students’ purchase intentions for environmentally friendly products at Federal University Otuoke, Bayelsa State. The increasing concern for environmental sustainability has led to the adoption of eco-labelling as a strategy to inform consumers about the environmental impact of products and to encourage responsible consumption.The study adopts a survey research design, targeting undergraduate students across selected faculties of the university. Data were collected through structured questionnaires designed to assess students’ level of awareness of eco-labels, their perception of environmentally friendly products, and the extent to which eco-labelling influences their purchasing decisions. Descriptive and inferential statistical methods were employed to analyze the data. Findings from the study reveal that while a significant number of students are aware of eco-labelling, the level of understanding varies. The study also indicates that eco-labelling positively influences students’ purchase intentions, although factors such as price, product availability, and trust in eco-label claims play a moderating role. Furthermore, students with higher environmental awareness are more likely to consider eco-labels in their purchasing decisions.The study concludes that eco-labelling is an effective tool for promoting environmentally responsible consumer behavior among undergraduate students. It recommends increased awareness campaigns, improved regulation of eco-label standards, and greater availability of eco-friendly products to enhance sustainable consumption practices
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