Title: The green plate revolution: understanding consumer willingness to embrace environmentally friendly food products

Authors: Rolando Drogo; Álvaro L. Dias; Leandro F. Pereira

Addresses: ISCTE – Instituto Universitário de Lisboa, Av das Forças Armadas, 1649-026 Lisboa, Portugal ' BRU-Business Research Unit, ISCTE – Instituto Universitário de Lisboa, Av das Forças Armadas, 1649-026 Lisboa, Portugal ' BRU-Business Research Unit, ISCTE – Instituto Universitário de Lisboa, Av das Forças Armadas, 1649-026 Lisboa, Portugal

Abstract: Growing awareness of the impact of our eating habits on health and the environment makes it crucial for individuals to acquire knowledge, evaluate their daily consumption, and actively participate. This study investigated consumers' perceptions of green products and their willingness to incorporate them into their dietary practices. Structural equation modelling was used to analyse survey data, revealing that health consciousness and trust in food integrity positively influence purchase intention through green environmental concerns. Additionally, perceived barriers that negatively affect purchase intention but are positively associated with confidence in product integrity were examined. The results demonstrate consumers' willingness to embrace new messages that help overcome barriers to purchasing sustainable products, as well as the responsibility of companies to understand how to effectively promote environmental issues through tangible actions.

Keywords: innovation; consumer perception; sustainable purchase; food habits.

DOI: 10.1504/PIE.2024.144607

Progress in Industrial Ecology, An International Journal, 2024 Vol.17 No.4, pp.346 - 370

Received: 17 Jul 2023
Accepted: 25 Sep 2023
Published online: 25 Feb 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article