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

Overview

A 2023 study in Progress in Industrial Ecology shows that consumers care about health, trust, and the environment. They change diets if health links to green food. The study uses structural equation modeling with close links between survey words. Here, each word connects with its neighbor for clear meaning.

Key Findings

Drivers of Sustainable Food Purchase Intention

• Health Consciousness: Consumers who care about their health lean toward green food.
• Trust in Food Integrity: Trust in food safety and truth boosts the desire for eco-friendly products.
• Environmental Concerns: A strong link to nature helps connect health and trust with buying green food.

Barriers and Consumer Skepticism

• Even with good views, barriers like high cost, low stock, and vague info hurt the urge to buy.
• Such barriers raise doubts and make buyers look closer at green claims.
• Consumers are open to clear, new messages that cut through their worries.

Role of Education and Information

• People want to learn how food affects their health and the planet.
• Social media spreads good tips on healthy, green food but can also mix messages.
• Companies must speak with clarity and trust to ease doubts and build faith.

Implications for the Food Industry

• Innovation and Technology: New food tech can boost safety, quality, and eco-benefits while cutting waste.
• Consumer Engagement: Firms should use buyer feedback to adjust products to meet green goals.
• Marketing Strategies: Showing clear benefits for both health and the Earth helps overcome hesitations and hurdles.

Conclusion

The study shows that clear, honest links between health and nature spark a change toward green food habits. Consumers lean into eco-friendly diets when benefits appear close and true. To win over buyers, companies must learn, innovate, and talk plainly. This green plate movement builds better health for people and the planet.

References

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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