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<p>This study examines the impact of key marketing tools-sustainable branding, labeling, and advertising on consumers’ attitudes and purchase intentions toward sustainable personal care products, with a specific focus on the moderating role of perceived consumer effectiveness (PCE). Using the Theory of Planned Behavior (TPB), the study integrates marketing tools and PCE to explain sustainable consumption choices. Data was collected from 318 respondents in the Delhi-NCR region using a structured questionnaire measured on a five-point Likert scale, and the proposed model was tested using AMOS-based Structural Equation Modeling (SEM). The results indicate that sustainable branding (β = 0.124, <i>p</i> &lt; 0.05), labeling (β = 0.186, <i>p</i> &lt; 0.01), and advertising (β = 0.205, <i>p</i> &lt; 0.01) significantly influence consumer attitudes, which in turn positively affect purchase intention (β = 0.278, <i>p</i> &lt; 0.01). Perceived consumer effectiveness was also found to have a significant direct effect on purchase intention (β = 0.255, <i>p</i> &lt; 0.05) and to positively moderate the attitude–intention relationship (β = 0.193, <i>p</i> &lt; 0.05). These findings highlight the importance of strengthening consumers’ belief in the effectiveness of their individual actions to enhance sustainable purchase intentions, offering valuable implications for green marketers designing branding, labeling, and advertising strategies for sustainable personal care products.</p>

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Influencing sustainable personal care choices: role of marketing tools with perceived consumer effectiveness as moderator

  • 期刊论文

  • 发表日期：

    2026年5月24日

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  • Aastha Anand,
  • Meghna Sharma,
  • Shruti Tripathi,
  • Jimnee Deka

摘要

This study examines the impact of key marketing tools-sustainable branding, labeling, and advertising on consumers’ attitudes and purchase intentions toward sustainable personal care products, with a specific focus on the moderating role of perceived consumer effectiveness (PCE). Using the Theory of Planned Behavior (TPB), the study integrates marketing tools and PCE to explain sustainable consumption choices. Data was collected from 318 respondents in the Delhi-NCR region using a structured questionnaire measured on a five-point Likert scale, and the proposed model was tested using AMOS-based Structural Equation Modeling (SEM). The results indicate that sustainable branding (β = 0.124, p < 0.05), labeling (β = 0.186, p < 0.01), and advertising (β = 0.205, p < 0.01) significantly influence consumer attitudes, which in turn positively affect purchase intention (β = 0.278, p < 0.01). Perceived consumer effectiveness was also found to have a significant direct effect on purchase intention (β = 0.255, p < 0.05) and to positively moderate the attitude–intention relationship (β = 0.193, p < 0.05). These findings highlight the importance of strengthening consumers’ belief in the effectiveness of their individual actions to enhance sustainable purchase intentions, offering valuable implications for green marketers designing branding, labeling, and advertising strategies for sustainable personal care products.