The Influence of Green Consumption Values on How Consumers Form Overall Sustainability Perceptions of Food Products and Brands

Abstract

Recently, increasing numbers of consumers have embraced higher green consumption values and expressed environmental concern through their shopping behavior. These consumers are a promising target group for sustainable products. However, especially in the food sector, it is challenging for consumers to recognize these products because of a multitude of sustainability indicators. Therefore, it is important to understand how green consumers form their perception of product sustainability based on the information provided. This research draws on means–end chain theory and the elaboration likelihood model (ELM) to explain how green consumers form an overall product sustainability perception by considering environmental and social product sustainability benefits. To provide preliminary evidence, we analyzed the survey data of 1,577 European consumers who assessed three different food products. Using structural equation modeling, we found that consumers with higher green consumption values perceive environmental and social sustainability product benefits to a greater extent than those with lower green values. Increased perceptions of environmental sustainability benefits, in turn, enhance overall product sustainability perceptions, ultimately leading to a higher perceived brand sustainability. By integrating and applying means–end chain theory along with the ELM in a green product consumption context, our study provides insight on the impact of environmental and social product sustainability benefits on consumers’ product sustainability perceptions. As such, the results offer a valuable starting point for further investigation of sustainable marketing strategies and consumers’ product sustainability perceptions. Additionally, our findings provide guidance to food marketers seeking to promote sustainable products.