The Green Plate Revolution: Consumer Willingness to Embrace Environmentally Friendly Food Products

Overview

Global awareness grows. People see health and nature as linked. A January 2023 study in Progress in Industrial Ecology shows how consumers view green food. The study uses survey data. It applies structural equation modeling. Researchers find that trust, health care, and concerns for the environment drive purchase intent.

Key Findings

• Health Consciousness & Trust
  Consumers care about health. They value trust in food. They choose green foods. Their worry for nature supports this choice.

• Perceived Barriers
  Higher prices and low supply cause doubt. Skepticism limits buying green food. Yet trust in the product lessens these barriers.

• Consumer Engagement
  Consumers stay open. They welcome clear messages and useful facts. They need help to beat buying obstacles.

• Corporate Responsibility
  Companies act as guides. They show real benefits for nature. Their honest steps grow consumer trust.

Context & Importance

The food industry shifts. Consumers ask for safe and green food. Technology and trends help meet these needs. Young buyers check for eco labels, sustainable wraps, and clear origins. Social media spreads both good tips and mixed news. People need clear, close words to learn how food choices help health and nature. Simple, honest talk is key.

Consumer Behavior Insights

• Sustainability as a Choice Criterion
  Environmental care joins price and taste in choices. Consumers now rank green factors high.

• Innovation & Technology
  New tech makes food better and safer. It helps track food origins and builds trust.

• Skepticism vs. Support
  Some doubt green claims. Many look for pure, ethical food. They seek foods free from additives that support nature.

Implications for Stakeholders

• Marketers and Food Producers
  Use clear, truthful words about green food. Real benefits, well explained, boost trust and raise willingness to pay more.

• Policy Makers
  Back clear education and labelling rules. Honest labels help buyers trust green choices.

• Researchers
  New work must study doubts. They must test how new tech can boost green buying.

Conclusion

The study shows change. Health and nature now guide buyers. Clear words and real actions from companies help consumers win over doubts. This step marks progress toward a healthier world for all.

Reference: Pereira, L. F., Dias, Á. L., & Drogo, R. (2023). The green plate revolution: understanding consumer willingness to embrace environmentally friendly food products. Progress in Industrial Ecology, 1(1). DOI:10.1504/PIE.2023.10060644

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