Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness-Case Study of Ecuador.

This study examined the impact of green advertising and eco-labels on the attitudes and environmental awareness of millennials purchasing eco-friendly products in shopping centers across Ecuador. The research utilized a quantitative, correlational, cross-sectional methodology with 430 millennials participating. A 20-item survey was administered face-to-face at shopping centers in Quito and Guayaquil, Ecuador.