EU quality label vs organic food products: A multigroup structural equation modeling to assess consumers’ intention to buy in light of sustainable motives
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Abstract
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.