Boundaries Shaping Sustainability: The Impact of Organic Food Information Boundaries on Purchase Intentions

Li Li, Shichang Liang (), Bin Lan, Rulan Li and Yiwei Zhang
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Li Li: School of Business, Nanning University, Nanning 530200, China
Shichang Liang: College of Business Administration, Guangxi University, Nanning 530004, China
Bin Lan: College of Business Administration, Guangxi University, Nanning 530004, China
Rulan Li: College of Business Administration, Guangxi University, Nanning 530004, China
Yiwei Zhang: College of Business Administration, Guangxi University, Nanning 530004, China

Sustainability, 2025, vol. 17, issue 7, 1-30

Abstract: This study investigates the role of information boundaries in organic food packaging and their impact on consumers’ purchase intentions, aiming to uncover how packaging information design can drive sustainable consumption. Although previous research has extensively explored factors such as background color, shape, and positioning, the influence of information boundaries has received less attention. Through three experiments involving 766 participants, this study delves into the psychological mechanisms influencing sustainable consumption. Experiment 1 explores how information boundaries (presence vs. absence) affect purchase intention and confirms that health perception mediates this relationship. Experiment 2, using virtual brands to eliminate brand familiarity bias, further validates the positive effect of information boundaries on purchase intention through heightened health perceptions. Experiment 3 investigates the moderating role of certification label structures, showing that information boundaries enhance purchase intentions when ingredient-level cues are presented, whereas boundary-free designs are more effective for product-level cues. Our research demonstrates that driving consumer purchases of organic products through strategic packaging design contributes significantly to achieving sustainability goals. These findings provide actionable insights for businesses and policymakers aiming to develop packaging strategies that promote long-term sustainability and environmentally responsible consumer behavior, ultimately contributing to the achievement of global sustainable development goals.

Keywords: sustainable organic food consumption; information boundaries; perceived healthiness; cues of credence-label structure; purchase intentions (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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