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In order to contribute to the current debate on this topic, this research paper aims to assess, through a quantitative analysis, whether the knowledge, awareness and information that consumers gather on the environmental impact of a product through an eco\u2010label can stimulate an eco\u2010friendly behavior. Moreover, we assess whether general attitudes in purchasing behaviors determine a personal attitude toward ecological consumption. The findings from this study, which is based on a large dataset of Italian consumers, highlight a significant role of eco\u2010labels in increasing the consumer's perceived behavioral control, unlike loyalty in brand and in store, which do not exert a significant influence. Practical implications for green business strategies emerge. 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