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A moderating or mediating effect of being a label user, such as age or knowledge level related to sustainable products, should be explored in a future research.
This implies that whether or not a consumer is a sustainability label user, once they access the label and perceive it to be easy to read and useful, they are likely to utilize the information on the label.
Findings from multi-group path model comparison analysis revealed that the roles of PEOU and PU in determining Att and PI of a sustainability labelled apparel product were not different whether or not they were a sustainability label user.
First, the path model was estimated across the sustainability label user sample and the non-user sample at the same time and without a constraint, allowing free estimation of path coefficients in the model across the two samples (i.e., unconstrained model).
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H3b Sustainability label users will have different relationships between PEOU and Att from those of sustainability label non-users.
H3d Sustainability label users will have different relationships between PU and PI from those of sustainability label non-users.
H3c Sustainability label users will have different relationships between PU and Att from those of sustainability label non-users.
H3a Sustainability label users will have different relationships between PEOU and PU from those of sustainability label non-users.
H3e Sustainability label users will have different relationships between Att and PI from those of sustainability label non-users.
Sustainability label users and non-users were identified based on their experiences with sustainability labels.
H2b Sustainability label users will have higher levels of PU with sustainability labelled apparel products.
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