Modelling the antecedents of consumers’ willingness to pay for eco-labelled food products

SINGH, Pallavi, SAHADEV, Sunil, WEI, Ms Xinya and HENNINGER, Claudia E. (2023). Modelling the antecedents of consumers’ willingness to pay for eco-labelled food products. International Journal of Consumer Studies.

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Abstract

The purpose of this paper is to model the antecedents of consumers’ willingness-to-pay for eco-labelled food products. This research utilises the Theory of Planned Behaviour (TPB) to model the impact of consumers’ awareness of eco-labels, environmental concerns, beliefs in the environmental ability of eco-labels, and presence of children on their willingness to pay for eco-labelled food products. This study uses Structural Equational Modelling (SEM) and PROCESS macros, to test the moderated mediation model on a sample of 333 online responses. Findings suggest the impact of consumers’ environmental concerns and eco-label awareness on their willingness-to-pay for eco-labelled food products is partially mediated by consumers' belief in the environmental ability of these eco-labels. The relationship is further moderated by the presence of children living in the household. This study establishes the value of consumers’ beliefs in the environmental ability of eco-labels and implies that communication strategies need to be carefully refined to provide consumers with more information about eco-labels and to emphasise the environmental ability of eco-labels utilised within the food industry as this can have an impact on their willingness to pay for these products especially for consumers, who have children in the same household.

Item Type:	Article
Uncontrolled Keywords:	1505 Marketing; 3506 Marketing
Identification Number:	https://doi.org/10.1111/ijcs.12900
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	23 Jan 2023 11:49
Last Modified:	04 Dec 2023 16:29
URI:	https://shura.shu.ac.uk/id/eprint/31323

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