The level of uncertainty that come with product labels can push consumers to prefer information on quality. Therefore, consumers prefer the quality attribute of eco-labels on products (Delmas, 2010).Eco-labels influence consumer product preferences. A comprehensive theoretical analysis of the economics of analyzes reveals that some consumers will make purchasing decision based on the eco-labels. Typically, consumers make purchase decisions based on product quality and price. In fact, some consumers can purchase products at high prices if they believe those of products are of superior quality (Sammer & Wüstenhagen, 2005). In the same way, consumers who care about the environment will have a problem purchasing eco-labelled products at high prices because they believe one buys extra quality (Delmas, 2010). However, caution should be employed to ensure that the eco-labels do not use complex scientific language, which consumers will have a hard time to comprehend (Delmas & Lessem, 2014).According to research, the type of message on the label affects the effectiveness impacts consumer acceptance (Delmas, Nairn-Birch, & Balzarova, 2013). Research on consumer perception has shown that message clarity and the addition of energy start make eco-labels believable. Consumer confidence is boosted if the label is from transparent organization. They also prefer eco-label organizations with multiple partners. Transparency ensures the manufacturer is open to how the company is eco-friendly. The use of multi-partners increase the credibility of a label (Delmas, Nairn-Birch, & Balzarova, 2013).Research has already demonstrated that eco-labels are significant to consumers. The research proposal will focus on determining the attributes of eco-labels that consumers value the most. The outcome of the research proposal will help in understanding how consumers think about environmental quality. It can be used to develop eco-labels that meet consumer expectations. The ultimate effect is increased support for the products that have minimal environmental impact.The use of eco-labels has been observed to have an impact on product preference and acceptance. However, little is known about how these labels influence consumer decisions. The current information on eco-label attribute does not provide the exact correlation between consumer preference and the attributes of eco-labels. This research seeks to review all research on eco-label importance and
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