Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions

Svenja Damberg, Morgane M.C. Fritz, Katerina Bozic, Ulla Saari

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientific


Building on previous literature of consumers’ green purchasing behavior, we develop and test a conceptual model to investigate the association of consumers’ trust in eco-product labels and green supply chain perceptions toward green purchasing behavior of Cradle-to-Cradle™ (C2C)-certified products. Studying a consumer sample of 276 consumers in Germany and applying the partial least squares structural equation modeling technique, we find that both the trust in C2C eco-product labels and more positive perceptions of green supply chains are important drivers of green purchasing behavior, in particular with the intention to purchase green products as a mediator. Our research expands the knowledge on green supply chain aspects among consumers as well as on the adoption of eco-product innovations, such as C2C product innovations. The paper offers important practical implications for the product innovation management of firms and green supply chain development. We further discuss theoretical implications for product innovation marketing and eco-product labeling as well as green marketing communication based on transparent green supply chain
Original languageEnglish
Title of host publicationProceedings of the 29th Innovation and Product Development Management Conference
Subtitle of host publication17-19 July, 2022, Hamburg, Germany
PublisherEuropean Institute for Advanced Studies in Management, EIASM
Number of pages16
Publication statusPublished - 2022
Publication typeB3 Article in conference proceedings
EventInnovation and Product Development Management Conference: Innovation in the era of climate change - Technical University of Hamburg, Hamburg, Germany
Duration: 17 Jul 202219 Jul 2022

Publication series

NameInnovation and Product Development Management Conference
ISSN (Electronic)1998-7374


ConferenceInnovation and Product Development Management Conference
Abbreviated titleIPDMC 2022
Internet address


  • consumer behavior
  • cradle-to-cradle
  • eco-product innovation
  • green purchasing behavior
  • green supply chain management


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