Department of Economics Marco Biagi, University of Modena and Reggio Emilia, Modena, Italy.
Department of Economics Marco Biagi, University of Modena and Reggio Emilia, Modena, Italy.
Food Res Int. 2021 Jan;139:109846. doi: 10.1016/j.foodres.2020.109846. Epub 2020 Oct 28.
Consumers are increasingly paying attention to their food choices in light of sustainability. Regional and locally produced food, as well as organic products, are experiencing an increasing success amongst consumers as perceived as authentic high-quality food products, able to contribute to sustainable methods of production and consumption. Applying the Theory of Reasoned Action, this work compares consumers' intention to buy EU quality label and organic food products. A multi-group structural equation modeling was used to estimate differences between perceived product quality, sustainable motives (i.e. willingness to pay a premium price for sustainable products and products with recyclable packaging), and health concern while controlling for product knowledge. A total of 155 organic shoppers and 215 EU quality label shoppers were surveyed for this purpose. Results revealed different motives at the roots of the two products buying choices. On one hand, shoppers are willing to pay a premium price for sustainable EU quality label foods. On the other hand, recyclable packaging is mandatory to shape the intention to buy organic foods. The study proposes theoretical and managerial implications and draws further research studies on consumers' food choices.
消费者越来越关注他们的食物选择，以可持续性为重点。区域和本地生产的食品以及有机产品在消费者中越来越受欢迎，被认为是正宗的高质量食品，能够促进可持续的生产和消费方式。本研究应用理性行为理论比较了消费者购买欧盟质量标签和有机食品产品的意愿。使用多群组结构方程模型来估计感知产品质量、可持续动机（即愿意为可持续产品和可回收包装的产品支付溢价）和健康关注之间的差异，同时控制产品知识。为此，共调查了 155 名有机购物者和 215 名欧盟质量标签购物者。结果表明，这两种产品购买选择的根源有不同的动机。一方面，购物者愿意为可持续的欧盟质量标签食品支付溢价。另一方面，可回收包装是购买有机食品的意图的必要条件。本研究提出了理论和管理方面的意义，并对消费者的食物选择进行了进一步的研究。
