The Impact of Eco-Labels and the Type of Green Products on Consumer Behavior

Now more and more businesses begin implementing green marketing and carrying out the eco-labels program. But there is a confused question for enterprise, if there will have the same effect for different types of green products. For this, the existing literatures have few involved. So, our research use the simulation experiment method to analyze the impact between the two green product types (self-serving green products versus altruistic green products) and the presence of eco-labels (yes versus no) on consumers’ green purchase intention. Results of this study provide a theoretical basis for green products marketing.