The objectives of this research are to examine the: (i) direct effects of perceived critical mass, consumer confidence, and search cost on behavioural intention towards the consumption of eco-labelled products; (ii) direct effects of perceived critical mass and beliefs on consumer confidence towards eco-labelled products; and (iii) examine the indirect effects of perceived critical mass on behavioural intention towards the consumption of eco-labelled products, mediated by consumer confidence. It also studies the determinants of behavioural intention towards the consumption of eco-labelled products and clarifies the role of consumer confidence as a mediating factor influencing behavioural intention towards the consumption of eco-labelled products. This research adopted a cross-sectional survey method of 300 individuals whereby the data was used to test a research model using Partial Least Square-Structural Equation Modelling. Findings indicated that consumer confidence and search cost have a direct effect on behavioural intention towards the consumption of eco-labelled products. In addition, consumer confidence is explained by beliefs and perceived critical mass.