This study looks at consumer intentions to purchase sustainable products and services, and how that is related to their experience, met expectations, reference groups norms, and information provided by eco-labels. A mixed method approach was used to develop hypotheses by conducting qualitative research to devise a theoretical consumer perceptions model based on the theory of planned behavior. The results reveal that U.S. consumers use eco-labels to guide their purchase behavior, have positive perceptions of sustainable products, exhibit a strong desire to purchase sustainable products, and want to be good stewards of the environment and society. Moreover, reference group influence is a strong predictor of sustainable product purchase behavior.

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Sustainability,Consumer experience and perceptions,Reference group influences,Eco-labels,Likelihood to purchase sustainable products