When Clean Labels Signal Sustainability: Perceived Healthiness and Green Brand Image as Pathways to Purchase Intent

Abstract

This study examines how sustainability-oriented clean labeling shapes consumer purchase intent among small and medium enterprise (SME) brands in the Golden Triangle, and identifies the psychological pathway and brand-level boundary condition that govern this effect. Integrating signaling theory with the Value–Attitude–Behaviour (VAB) framework (Homer & Kahle, 1988), the study models clean labeling as influencing purchase intent both directly and indirectly through perceived healthiness, with green brand image moderating the clean labeling–purchase intent relationship. A quantitative, cross-sectional survey design was adopted, and 340 valid responses from adult retail consumers of sustainability-labelled products were analyzed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4. The measurement model demonstrated satisfactory indicator reliability, internal consistency, convergent validity, and discriminant validity, and common method bias was not a concern. The structural results supported all five hypotheses: clean labeling significantly predicted both perceived healthiness and purchase intent; perceived healthiness significantly predicted purchase intent and partially (complementarily) mediated the clean labeling–purchase intent relationship; and green brand image positively moderated that relationship, such that clean-label signals were more persuasive from brands with a stronger green image. The findings extend mediated-moderated green-marketing models to the under-examined SME context and offer managers evidence that clean labels persuade most when framed around health benefits and backed by a credible green brand image.

Keywords: clean labeling; sustainability signaling; perceived healthiness; green brand image; purchase intent; SMEs; PLS-SEM