Revealing Consumer Behavior toward Green Consumption

Green Consumer Profiling and Online Shopping of Imperfect Foods: Extending UTAUT with Web-Based Label Quality for Misshapen Organic Produce

Misshapen organic vegetables in the food supply chain can easily be discarded in the market if they do not meet aesthetic standards. E-commerce technology enables the distribution of imperfect organic produce from farmers to potential customers, mitigating agri-food waste issues. Green consumers are prospective customers of imperfect produce because their purchasing decisions are made based on sustainability and environmental considerations. However, each individual's degree of green consumption differs, impacting their preferences and behaviors toward green buying activity. Considering the gap between the varying levels of green consumers and their intention to purchase imperfect organic produce through e-commerce, this study aimed to profile three distinct green consumers and explore factors affecting their Online Green Purchase Intention (OGPI) for imperfect organic vegetables. The Unified Theory of Acceptance and Use of Technology (UTAUT) was applied in this study, and Web-Based Label Quality (WLQ) was introduced as an extended construct to describe green consumers' perceptions of the credibility and reliability of labels or product-related information displayed on e-commerce platforms. This study involved 668 internet users from environmental platforms and online communities of organic food enthusiasts. First, the consumers were classified into dark-green, semi/light green, and non-green using a cluster analysis approach. Then, Structural Equation Modeling (SEM) and Multi-Group Analysis (MGA) were employed to determine the factors affecting OGPI among green consumer groups. This research found that Performance Expectancy (PE), Social Influence (SI), and WLQ positively influenced dark-green consumers' online green purchase intention. Only Performance Expectancy (PE) positively affected semi/light-green consumers' OGPI. Meanwhile, the Facilitating Condition (FC) positively affected non-green consumers' online green purchase intentions. This research revealed dark-green consumers as the target segment, broadening customers' perspectives on accepting imperfect organic products, including e-commerce technology. Moreover, the research results can be utilized for marketing and business purposes and contribute to food policy.

Exploring the Impact of Human-Animal Connections and Trust in Labeling Consumers' Intentions to Buy Cage-Free Eggs: Findings from Taiwan

Recently, interest in animal welfare has steadily increased, driven by a growing focus on environmental, social, and governance (ESG) issues. This trend aligns with the Sustainable Development Goals (SDGs) set by the United Nations. This underscores the importance of comprehending consumer attitudes towards products that are respectful to animal welfare. This research aims to employ the Value-Attitude-Behavior (VAB) model as a theoretical basis to explore the behavioral intentions of Taiwanese consumers to buy cage-free eggs. To provide comprehensive insights into consumer behavior in this domain, the study examines key variables such as 'human-nature connectedness', 'trust in labels', and 'attitude towards animal welfare'. By addressing an existing research gap in the literature and exploring consumer behavior in relation to animal welfare-friendly products, the research contributes to an area that has received limited attention. We gathered a total of 341 valid questionnaires for this research. Employing Structural Equation Modeling (SEM) along with Maximum Likelihood Estimation (MLE), we investigated the causal connections between variables. The study presents three key observations: First, consumers who value sustainability and ethics tend to maintain a positive perspective on free-range eggs. Second, a favorable stance towards cage-free eggs directly correlates with positive future behaviors. Lastly, label trustworthiness and a supportive view towards animal welfare heavily affect behavioral intentions in consumers. Given these insights and the growing significance of animal welfare in consumer choices, we recommend that participants in the food and livestock sector earnestly advocate for and back practices that prioritize animal well-being.

Research on the driving path of carbon inclusive system to green behavior of the public: based on procedural grounded theory and multiple intermediary model

As an emerging carbon emission reduction mechanism, the carbon inclusive system (CIS) develops an important effect in promoting public green behavior and has been piloted in some provinces and cities in China. Under this background, this paper deeply analyzes the public's attitude towards CIS and its influencing factors based on the grounded theory and 1120 questionnaires, and comprehensively discusses the action path of CIS on public green behavior by using multiple regression model, bootstrap method, and placebo test. The results show that CIS can promote the public to implement green behavior, and system operation, internal psychology, and government behavior are important factors that affect the incentive effect of CIS. Among them, incentive effect and green willingness play multiple intermediary and chain intermediary roles in the path of CIS on green behaviors. Further heterogeneity analysis shows that the influence path of CIS on green behavior is different among diverse gender groups, incentive choice preference groups, and family types. This study has reference value for improving the design of CIS and constructing diversified incentive mechanism of CIS.

Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review

In the last few decades, humans have consumed more resources than in all of previous history. Hence, we are living in times in which the topic of environmental protection is a global concern. The paper aims to conduct a systematic literature review on consumer behavior, as well as identifying the main factors that interfere with consumer behavior toward green products. A total of 37 studies were found and systematized using inclusion and exclusion criteria. The papers were selected only if they featured research on consumer perceptions of green products. Using this search strategy, a literature analysis was performed based on papers extracted from Web of Science, Emerald Insights, Springer Link, and Science Direct. As a result, various factors that influence consumer behavior toward green products were identified, such as social norms, natural environmental orientation, the company's perceived green image, green product characteristics, perceived risks and inconvenience of buying green products, perceived benefits of buying green products, institutional trust, sociodemographic characteristics, and consumer confidence. Even though completing a systematic literature review is not something new in academic research, the novelty of this paper is found in its theme: consumer behavior toward green products. Although the analyzed articles highlight quite varied reasons, the articles emphasize that the green products should take into account the needs, expectations, and perceptions of customers.

Consumers’ Awareness, Behavior and Expectations for Food Packaging Environmental Sustainability: Influence of Socio-Demographic Characteristics

Packaging is a leading factor determining the total environmental effect of food products. This study investigated consumers’ awareness, behavior and expectations in relation to the environmental sustainability aspects of food packaging. Using an online survey, responses from 646 participants were collected. The effect of socio-demographic characteristics on all variable responses was explored by ANOVA models and t-tests. Participants were segmented according to a visual approach based on a principal component analysis applied on the consumers’ behavioral data. Gender, age, and education level affected consumer awareness, behavior and expectations differently. Four groups of consumers were distinguished on the grounds of their behavior in relation to food packaging: (1) More sustainable—packaging-role-oriented; (2) More sustainable—packaging minimizers; (3) Less sustainable; and (4) Medium sustainable. The most sustainable groups were mainly composed of females, while less sustainable consumers were mainly the youngest. The four groups differed in terms of expectations for sustainability-related information that can be communicated through food labels. In conclusion, this work provided new knowledge that is useful to understand the factors that influence consumer behavior and to promote the consumers’ packaging-related sustainability choices through food packaging.

Environmentally Responsible Business Approaches in Azerbaijan

In the study; the eco-entrepreneurship and environmental sensitivity of companies operating in Azerbaijan were examined within the scope of environmental practices. For this purpose, companies operating in the country were invited to participate in a survey, and their sensitivity to the environment was examined from four main dimensions—consumption, production, financial, and technology. The mentioned dimensions were analyzed according to four aspects; namely, business field of activity, business size, operating year, and the level of implementation of environmentally friendly policies. According to the results of a one-way analysis of variance, carried out by field of activity, operating year, and the level of implementation of eco-friendly policy; it was found that there was no group that significantly differed from the overall group mean. A difference was found only in terms of the size of the enterprise. The study found that large businesses were more aware of environmental sensitivity than small- and medium-sized businesses.