Attitude toward environmental protection and toward nature: How do they shape consumer behaviour for a sustainable tomato?

The Impact of Online Environmental Platform Services on Users’ Green Consumption Behaviors

With the continuous prominence of environmental problems, some online environmental platforms have been built in China. Such platforms provide an important carrier for public to learn environmental knowledge and participate in environmental protection. However, whether such platforms can play a substantive role in promoting users’ green consumption behaviors is still unclear. Focusing on this question, the influence of online environmental platform services on public green consumption behaviors is explored. A model based on the theory of stimulus–organism–response is established to analyze the influential mechanism, using the online environmental platform services as the independent variable, users’ green consumption behaviors as the dependent variable, environmental attitude as the mediator, and users’ price sensitivity as the moderator. Survey data are used to test the model. The empirical results show that online environmental platform services have a significant positive impact on users’ green consumption behaviors. Environmental attitude plays a partial mediating role and price sensitivity negatively moderates the mediating role of environmental attitude. Suggestions are given from the perspectives of platform operators and government. This paper provides both theoretical and practical implications for sustainable consumption.

Perceived Benefits and Forest Tourists Consumption Intention: Environmental Protection Attitude and Resource Utilization Attitude as Mediators

Establishing a relationship model between environmental protection and resource utilization attitude and consumption intention is the key to promoting the sustainable development of forest tourism. From the standpoint of the Stimulus–Organism–Response (SOR) framework, the purpose of this study is to explore the complex causal relationships between perceived benefits, attitudes toward environmental protection, resource utilization attitudes, and consumption intentions in the context of forest tourism. The research data have been collected using a questionnaire survey of 436 tourists at Siming Mountain in the suburbs of Ningbo city, China. Furthermore, it is analyzed by structural equation modeling. The results indicate a positive correlation between the perceived benefits and tourists’ consumption intention that is mediated by the tourists’ attitude toward resource utilization. Although the independent mediating effect of environmental protection attitude is not supported in this study, both attitudes have played a chain-mediating role between perceived benefit and consumption intention. This study contributes to the existing knowledge by measuring the impact of perceived benefits and environmental attitudes of forest tourists on consumption intentions.

Consumer acceptance of fungus-resistant grape wines: Evidence from Italy, the UK, and the USA

While there is evidence of consumers’ interest in wine sustainability, acceptance of innovations in wine production is not guaranteed. The current study addresses this issue by analyzing consumers’ acceptance of fungus-resistant grape (FRG) wines, a sustainable innovation that can substantially reduce the need for chemical inputs in viticulture. To do so, by means of an online survey including large samples of regular wine drinkers in Italy (N = 752), the UK (N = 858) and the USA (N = 856), the study compares individuals’ preferences for conventional wines with preferences for FRG wines. The study also explores whether FRG wine acceptance is influenced by informal or formal purchase occasion, by different types of information regarding the product, and by individual attitudinal characteristics. The findings show a general acceptance of FRG wines among consumers. In particular, consumers’ preferences for FRG wines on formal occasions are not significantly different from their preferences for conventional wine, whereas on informal occasions, consumers prefer FRG wines over conventional wines. Regarding the impact of information on participant choice, participants informed about the potential effects of FRG on sensory wine characteristics had lower preferences for FRG wines than those who read an information script regarding crop biodiversity. Last, individuals’ sustainability concerns and food technology neophobia had positive and negative influences on FRG acceptance, respectively. Overall, this research provides wineries, nurseries and policy-makers with important insights concerning the market potential of FRG wines in three key markets.

Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework

Environmental deterioration brought about by consumers’ non-feasible utilization pattern is putting a pressure on the environment and is obstructing sustainable development. To hinder this impact and stimulate a more sustainable economic growth, one solution is to lessen or move utilization patterns from conventional products to eco-friendly products. The authors conducted a review study of green purchase behavioral research across the 6-year period from 2015 to 2021, identifying 108 studies that met our inclusion criteria. The current review distinguishes different pervasive facilitators, motives, and obstacles influencing consumers’ decision-making process towards environmentally friendly products, and it gives potential clarifications for contradictions found in green purchase behavior (GPB). The paper reveals the main determinants of consumer’s GPB, and as a result of the review, 212 variables that affect green purchase intention (GPI) were identified. Moreover, 135 determinants that influence GPB were recorded. In this way, besides contributing to the literature, it will assist policymakers in formulating and employing strategies to persuade eco-friendly purchasing, and it will give an opportunity for marketers to generate proper marketing strategies for drawing in clients and guaranteeing ideal sales.