What triggers consumers to purchase eco-friendly food? The impact of micro signals, macro signals and perceived value

Bibliographic Data

ID21295572
AuthorsC Cao (0000-0003-4163-2218, Zhejiang University of Technology), Xinghua Zhang (0000-0002-5206-7915, Zhejiang University of Technology)
Year2024
Volume126
Issue5
Pages2204-2226
Publication date2024-04-09
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-08-2023-0697
OpenAlexW4391783987
LanguageEN
Citations received4
References cited94

Purpose The problem of environmental pollution is becoming increasingly severe, and international consensus confirms the need for eco-friendly consumption. Worldwide, the eco-friendly food market is booming, so understanding consumers’ motivations to purchase these foods is crucial. This paper aimed to construct a model explaining consumers’ intentions to purchase eco-friendly food by combining stimuli-organism-response (SOR) and signalling theories and exploring the mechanisms by which macro- and micro-signals impact perceptions of value and consumers’ subsequent willingness to purchase eco-friendly food. Design/methodology/approach An online questionnaire was distributed through the Qualtrics platform, and the completed questionnaires were collected in March and April 2023. The study used partial least squares structural equation modelling (PLS-SEM) to analyse the 331 valid responses received. Findings The results indicated that trustworthy eco-labels for high-quality and health-promoting products, as conveyed in macro signals, significantly enhanced consumers’ perceptions of functional value. The peer effect and a moderate level of food anthropomorphism conveyed in micro-signals substantially improved their perceptions of social value, whilst the perceived value of products significantly and positively influenced their purchase intentions. Originality/value This study explains consumers’ motivations to purchase eco-friendly products. This provides an explanation for the effect of macro- and micro-signals on value perceptions. By integrating the different dimensions of these signals to create a unified research perspective, the paper provides an integrated model, thereby filling a research gap concerning the influence of two-dimensional signals on purchase intention. By supporting eco-friendly food use, the paper contributes to environmental protection and sustainable development

Business · Construct (python library) · Consumption (sociology) · Environmentally Friendly · Macro · Originality · Perception · Sociology · Structural equation modeling · Value (mathematics) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Environmental Education and Sustainability · Environmental Sustainability in Business · Marketing · Psychology · Social Psychology