Eco-labels and consumer trust: How Gen Z in Poland and India respond to green certifications and their impact on purchase decisions

This study examines how eco-labels shape consumer trust and purchase intentions among Generation Z in Poland and India – two contexts that differ markedly in regulatory oversight and market conditions. Using a cross-sectional online survey (N = 167; Poland: 82, India: 85) based on a non-probability convenience sample of university students and early-career adults, we measured awareness, trust and purchase intention with validated items and analysed between-country differences with independent-samples t-tests and chi-square tests (effect sizes and 95% CIs reported). Brief qualitative insights from open ended responses were used to contextualise quantitative patterns. Results indicate higher eco-label awareness and trust in Poland, consistent with EU credibility and clearer certification, while Indian respondents report lower trust and greater price sensitivity linked to information gaps, affordability/availability constraints and scepticism about monitoring. The findings, positioned against recent literature, suggest practical steps for regulators and marketers – improving transparency and communication of certification, strengthening education and label clarity, and tailoring pricing/distribution to local constraints – while acknowledging limitations related to sampling and self-reports and outlining directions for broader, representative follow-ups.

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