Linking eco-label knowledge and sustainable consumption of renewable energy: A roadmap towards green revolution

In recent years, China's electricity consumption has risen significantly as a result of improving lifestyles, a growing population, and economic development. Although the public and commercial industries are investi-gating effective energy resources to solve the nation's energy shortage, there aren't many research examining consumers' ecological use of renewables. This study tries to fill this gap and makes a contribution by including three new variables (eco-label knowledge, environmental attitudes, and customer belief) to the Theory of Planned Behavior, which allows for a more thorough analysis of sustainable consumption in the Chinese culture. The survey responses of 529 customers in Shanghai, Beijing, and Tianjin are analyzed. The structural equation modelling technique is used to assess hypotheses that have been developed. Evidence suggests that sustainable consumption trust and environmental attitude are considerably and favorably influenced by understanding of eco-labels. Comparably, customer belief and environmental attitude have a favorable and considerable impact on buying intention. Customer belief, on the other hand, is considerably and favorably correlated with buying intention. The study's findings also show that consideration of environmental labelling is favorably and sub-stantially influenced by the intention to buy. These results add to the body of knowledge on sustainable pur-chasing behavior and provide researchers and policymakers new avenues for changing societal norms, increasing consumer awareness, and redesigning regulatory frameworks via coordinated and integrated activities.