The Mediating Role of Label Trust in Shaping Green Purchase Attitudes Among Young Consumers: Sustainable Chemical Transparency in FMCG Packaging

Year : 2026 | Volume : 14 | Special Issue 01 | Page : 1308 1319
    By

    Risha Thakur,

  • Anita Singh,

  • Arora Gaurav Singh,

  1. Research Scholar, School of Business Studies, Sharda University, Grater Noida, Uttar Pradesh, India
  2. Professor, Department of Management, Sharda University, Grater Noida, Uttar Pradesh, India
  3. Associate Professor, Department of Management, Bennett University, Greater Noida, Uttar Pradesh, India

Abstract

This study looks at the function of Perceived Chemical Transparency (PCT) in influencing consumers’ Green Purchase Attitude (GPA) in the Fast-Moving Consumer Goods (FMCG) sector, with Label Trust (LT) serving as a significant mediating factor and Environmental Concern (EC) acting as a direct predictor. Based on the Theory of Planned Behavior and Signaling Theory, the study hypothesizes that clear disclosure of chemical and polymer-related information increases trust in eco-labels and encourages ecologically responsible consumption. A structured online survey was used to collect data from 420 young Indian customers, which were then evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM) using Smart PLS 4.0. Results show that PCT substantially predicts LT (β = 0.611, p < 0.001), whereas both EC (β = 0.469, p < 0.001) and LT (β = 0.387, p < 0.001) have a high impact on GPA. Mediation study demonstrates that LT strongly mediates the relationship between PCT and GPA (VAF = 72%), implying that transparency promotes good attitudes mostly via trust. The model explains 62.3% of the variation in green buying attitudes, emphasizing the significance of credible chemical disclosure and trustworthy labeling in influencing sustainable consumer behavior. The findings provide theoretical and managerial perspectives into increasing chemical transparency, eco-labeling credibility, and consumer confidence regarding environmentally conscious FMCG branding.

Keywords: Environmental concern, FMCG packaging, green purchase attitude, label trust, perceived chemical transparency, PLS-SEM, polymer substance.

[This article belongs to Special Issue under section in Journal of Polymer & Composites (jopc)]

How to cite this article:
Risha Thakur, Anita Singh, Arora Gaurav Singh. The Mediating Role of Label Trust in Shaping Green Purchase Attitudes Among Young Consumers: Sustainable Chemical Transparency in FMCG Packaging. Journal of Polymer & Composites. 2025; 14(01):1308-1319.
How to cite this URL:
Risha Thakur, Anita Singh, Arora Gaurav Singh. The Mediating Role of Label Trust in Shaping Green Purchase Attitudes Among Young Consumers: Sustainable Chemical Transparency in FMCG Packaging. Journal of Polymer & Composites. 2025; 14(01):1308-1319. Available from: https://journals.stmjournals.com/jopc/article=2025/view=232468


References

  1. Kumar V, Prakash G. Examining the moderating role of environmental concern in green purchase behavior. J Retail Consum Serv. 2021;63:102738.
  2. United Nations Department of Economic and Social Affairs. The Sustainable Development Goals Report 2022. New York: United Nations; 2022.
  3. Chen YS, Lin YH, Chang CH. Green labeling and consumer attitudes: The moderating role of transparency and eco-literacy. Sustainability. 2023;15(7):6051.
  4. Nguyen TN, Nguyen HH. Chemical transparency and consumer green purchase intention: Evidence from emerging Asian markets. Sustainability. 2022;14(14):8604.
  5. Wang J, Li X, Sun Y. Transparency in chemical and material labeling: Impacts on consumer trust and sustainability perceptions. J Environ Manag. 2023;345:118932.
  6. Kim H, Oh S. Ingredient transparency and consumer trust: Understanding green purchase behavior in sustainable product markets. J Bus Res. 2021;134:688–697.
  7. Marin L, Ruiz S, Rubio A. The role of eco-label trust in consumer perceptions of green products. Corp Soc Responsib Environ Manag. 2020;27(1):395–407.
  8. Cao F, Wang L, Zhang Q, Li H. Research and progress of chemical depolymerization of waste polyethylene terephthalate (PET). RSC Adv. 2022;12:12345–12370.
  9. Future Market Insights. FMCG Packaging Market Analysis – Size, Share & Forecast. July 2024.
  10. Global Circular Polymer Market Report 2024. Available from: https://marketintelo.com/report/circular-polymer-market
  11. Rahman I, Reynolds D. The influence of values and attitudes on green consumer behaviour: A structural model approach. J Retail Consum Serv. 2019;51:322–329.
  12. Chen YS, Lin YH, Chang CH. Green labeling and consumer attitudes: The moderating role of transparency and eco-literacy. Sustainability. 2023;15(7):6051.
  13. Yadav R, Pathak GS. Determinants of consumers’ green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecol Econ. 2017;134:114–122.
  14. Halonen N, Sainio T, Heiskanen I. Bio-based smart materials for food packaging and sensors: State-of-the-art and sustainability considerations. Front Mater. 2020;7:82.
  15. Luo T, Zhang Y, Chen J. Recent advances of sustainable and recyclable polymers for closed-loop applications. Prog Polym Sci. 2024;136:101806.
  16. Dangelico RM, Vocalelli D. Green marketing: An analysis of definitions, dimensions, and relationships with stakeholders. Bus Strateg Environ. 2017;26(4):457–475.
  17. Taufique KMR, Vaithianathan S. A fresh look at understanding green consumer behavior among young urban Indian consumers through the lens of theory of planned behavior. J Clean Prod. 2018;183:46–55.
  18. Mostafa MM. Gender differences in Egyptian consumers’ green purchase behaviour: The effects of environmental knowledge, concern and attitude. Int J Consum Stud. 2007;31(3):220–229.
  19. Kim H, Oh S. Ingredient transparency and consumer trust: Understanding green purchase behavior in sustainable product markets. J Bus Res. 2021;134:688–697.
  20. Kaabel S, Arandia I, Tamm T. Enzymatic depolymerization of highly crystalline polyethylene terephthalate (PET): Advances in cutinase-based hydrolysis. Green Chem Lett Rev. 2021;14:1–14.
  21. Chen YS. The drivers of green brand equity: Green brand image, green satisfaction, and green trust. J Bus Ethics. 2010;93(2):307–319.
  22. Khalid MY, Baloch HA, Farooq U. Novel biopolymer-based sustainable composites for food packaging: Properties, processing and performance. Food Packag Shelf Life. 2022;34:100–116.
  23. Sharma S, Saha R. Consumer trust in eco-labels: The mediating role of brand credibility in green marketing. Manag Environ Qual Int J. 2021;32(5):991–1009.
  24. Unni AB, Ramesh S. Enhancing polymer sustainability: Eco-conscious strategies for materials design and life-cycle management. Polymers (Basel). 2024;16(13):1769.
  25. Dunlap RE, Jones RE. Environmental concern: Conceptual and measurement issues. In: Dunlap RE, Michelson W, editors. Handbook of Environmental Sociology. Westport: Greenwood Press; 2002. p. 482–524.
  26. Joshi Y, Rahman Z. Investigating the determinants of consumers’ sustainable purchase behaviour. Sustain Prod Consum. 2017;10:110–120.
  27. Biswas A, Roy M. Green products: An exploratory study on the consumer behaviour in emerging economies of the East. J Clean Prod. 2015;87(1):463–468.
  28. Hussain M, Khan S, Ahmed T. A review on PLA-based biodegradable materials for sustainable packaging: Synthesis, properties and end-of-life. Mater Today Sustain. 2024;28:100379.
  29. Rajendran DS, Patel R. Polylactic acid (PLA) and its potential as an eco-friendly biodegradable polymer for packaging applications: A critical review. Foods. 2024;13(19):3027.
  30. Ajzen I. The theory of planned behavior. Organ Behav Hum Decis Process. 191;50(2):179–211.
  31. Connelly BL, Certo ST, Ireland RD, Reutzel CR. Signaling theory: A review and assessment. J Manag. 2011;37(1):39–67.
  32. Hair JF, Hult GTM, Ringle CM, Sarstedt M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd ed. Thousand Oaks (CA): Sage Publications; 201
Special Issue Subscription Original Research
Volume 14
Special Issue 01
Received 01/11/2025
Accepted 13/11/2025
Published 23/11/2025
Publication Time 22 Days
445

Login


My IP

PlumX Metrics