Awareness of our eating habits impact on health and the environment is growing, along with its
consequential effects. It is critical for individuals to acquire knowledge in this realm, learning
to thoughtfully assess their daily consumption and actively participate in the process.
The analyzed sample comprises responses from 202 respondents, providing a global overview
of people's attitudes toward adopting sustainable food products. Therefore, this study aims to
investigate consumers' perceptions of green products and their willingness to integrate them
into their dietary practices. It will explore how certain variables, such as health consciousness
and trust in the integrity of food products, positively influence purchase intention through the
mediating factors of green environmental concerns. Additionally, perceived barriers, which
negatively impact purchase intention but are positively associated with confidence in product
integrity, will also be examined.
The results demonstrate consumers' willingness to embrace new messages that help overcome
barriers to purchasing sustainable products, as well as responsibility on the part of companies
in understanding how to effectively promote environmental aspects through tangible actions
