Henninger, Claudia

Sahadev, Sunil

Singh, Pallavi

Wei, Xinya

The purpose of this paper is to model the antecedents of consumers’ willingness to pay for eco-labelled food products. The research utilises the Theory of Planned behaviour (TPB) to model the impact of consumers’ awareness of eco-label, environmental concern, belief in the environmental ability of eco-label and presence of children on their willingness to pay for eco-labelled food products. The 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 also further moderated by the presence of children living in the household. The study establishes the value of consumers’ belief 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 with children living with them

Transforming Chinese consumers’ environmental concerns and eco-label awareness into willingness to pay for eco-labelled food products

Abstract

Similar works

Full text

Available Versions

The University of Manchester - Institutional Repository