Ecolabel: Consumer Perception and Meaning

Abstract

This study makes preliminary exploratory enquiry on how consumers perceive ecolabel. With growing concern for environment protection and ushering in environment friendly technology, the use of ecolabel has come up as a means to incentivize marketers for adopting environment friendly technology and for promoting such products to consumers. Through administration of questionnaire-technique based survey among consumers in Delhi for gathering primary data, the study analyses consumers' opinion on four interrelated dimensions of ecolabeling viz.  Environment concerns, perceived importance of ecolabel, perception of manufacturers, and government regulations.