An original research article of Dr. Khan Md Raziuddin Taufique, Asst Professor, BRAC Business School has been published in the current issue (October 2016) of ‘Journal of Strategic Marketing’ (an ‘A’ ranked journal) by Taylor & Francis. The title of the paper is “The Influence of Eco-Label Knowledge and Trust on Pro-Environmental Consumer Behaviour in An Emerging Market”. The article can be accessed at: http://www.tandfonline.com/doi/full/10.1080/0965254X.2016.1240219
Dr. Taufique is the principal author of the paper. The co-authors are Prof. Dr. Michael Polonsky and Dr. Andrea Vocino of DEAKIN University, Australia. The research work focuses on ecologically conscious consumer behaviour in the context of emerging markets. The study integrates consumers’ knowledge and trust in eco-labels with their environmental knowledge to determine how these affect pro-environmental consumer behaviour (PECB). The findings of the study suggest environmental and eco-label knowledge is positively associated with attitudes towards the environment, and that positive environmental attitudes and trust in eco-labels affect PECB. This implies that firms, policy-makers and accreditation organisations (i.e., labelling) can educate consumers about eco-labels and the environment to increase PECB. Such strategies will also build consumer knowledge and trust in eco-labels, necessary for facilitating PECB.