Trust to Go Green: An Exploration of Consumer Intentions for Eco-friendly Convenience Food
Elena Claire Ricci,
Alessandro Banterle and
Ecological Economics, 2018, vol. 148, issue C, 54-65
Interest in food products with eco-friendly characteristics and certifications has grown in recent decades. Consumers are also increasingly demanding ready-to-eat products, especially in urban environs, where modern lifestyles tend to limit their available time. Understanding the pro-environmental behaviour of convenience food consumers is particularly challenging because there is often a contradiction between eco-friendly behavioural intent and time constraints imposed by modern lifestyles in large cities. It is not clear to what extent information labels on such products are trusted by consumers and considered when making food choices. This study aims at contributing to the debate investigating the determinants influencing consumer purchase intention, focusing on minimally processed vegetables labelled with integrated-pest-management standards. More specifically, the analysis investigates the role consumer trust plays in consumer intention to buy such products. The conceptual framework builds on and extends the theory of planned behaviour. The analyses are based on face-to-face interviews in a large European city (Milan, Italy). Data were analysed by means of structural equation modelling. Results confirm the important role of consumer trust, which positively affects attitudes towards the purchase of convenience food with eco-friendly attributes, and negatively affects consumer concerns around agricultural practices in relation to environmental and health impacts.
Keywords: Consumer trust; Convenience food; Eco-friendly attributes; Theory of planned behaviour (search for similar items in EconPapers)
JEL-codes: D12 Q01 Q13 Q18 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:ecolec:v:148:y:2018:i:c:p:54-65
Access Statistics for this article
Ecological Economics is currently edited by C. J. Cleveland
More articles in Ecological Economics from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().