Vol. 8, Special Issue 6, Part E (2024)

Abstract: Eco-labeling practices are gaining wide acceptance among various marketing practices. Eco- labeling is the set of marketing activities that start with the procurement of the product to the delivery of the product to the end user in a greener way. Eco-labeling, on the other hand, is a crucial tool for green marketing since it makes it easier to distinguish between green and non- green items. However, many times these eco-labels fail to attain their goals. The study needs to clarify the purpose of eco-labels in the marketplace, to check its usefulness to consumers and to reduce confusion among consumers. It has further been stated that eco-labels do not guarantee an environmental identity of products, nor is it a guarantee to change attitudes and purchase intention toward more sustainable consumption among consumers.