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Young consumers’ purchase behaviour of sustainably-labelled food products. What is the role of scepticism?

Empirical study
Research report

Published 30th November 2022 by Elsevier. Authored by Rossi, C. and Rivetti, F.

Summary

This paper investigates consumer scepticism towards third-party sustainability labels in the context of food products, evaluating its role in the formation of the customer’s buying behaviour. A covariance-based structural equation model (CB-SEM) was developed, which includes the customer’s socio-environmental concern, scepticism toward sustainability labels, reported use of the socio-environmental commitment declared by the producer, and purchase behaviour of sustainably-labelled food products. The model was tested on a sample of 311 Italian higher education students, a group of sustainability-conscious consumers. The findings highlight that purchase behaviour is positively influenced by two reciprocally-related variables: socio-environmental concern and the reported use of the socio-environmental commitment declared by the producer. This study provides insights for practitioners and policymakers, highlighting the necessity to reassure consumers about the credibility of third-party sustainability labels and provide them with the instruments needed to distinguish the truth from the fluff in sustainability communication.
Research detail

Young consumers’ purchase behaviour of sustainably-labelled food products. What is the role of scepticism?

Empirical study
Research report

Published 30th November 2022 by Elsevier. Authored by Rossi, C. and Rivetti, F.