Consumers' purchase behavior of Cradle to Cradle Certified® products—The role of trust and supply chain transparency
Svenja Damberg,
Ulla A. Saari,
Morgane Fritz
et al.
Abstract:Consumers' trust in eco‐labels is declining due to the growing number of different kinds of eco‐labels that can be uncertified and related to greenwashing. This paper argues that providing more transparency regarding green supply chains (GSCs) through eco‐labels (such as Cradle to Cradle Certified®) is critical for creating trust and convincing consumers to buy eco‐products over conventional ones. Building on previous literature related to sustainable consumption behavior, green purchasing behavior, Cradle to … Show more
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