Investigating consumer perception of sustainable purchase: Examining correlations between food habits and innovation

Abstract

Awareness of our eating habits impact on health and the environment is growing, along with its consequential effects. It is critical for individuals to acquire knowledge in this realm, learning to thoughtfully assess their daily consumption and actively participate in the process. The analyzed sample comprises responses from 202 respondents, providing a global overview of people's attitudes toward adopting sustainable food products. Therefore, this study aims to investigate consumers' perceptions of green products and their willingness to integrate them into their dietary practices. It will explore how certain variables, such as health consciousness and trust in the integrity of food products, positively influence purchase intention through the mediating factors of green environmental concerns. Additionally, perceived barriers, which negatively impact purchase intention but are positively associated with confidence in product integrity, will also be examined. The results demonstrate consumers' willingness to embrace new messages that help overcome barriers to purchasing sustainable products, as well as responsibility on the part of companies in understanding how to effectively promote environmental aspects through tangible actions.