Modelling the antecedents of consumers' willingness to pay for eco-labelled food products |
| |
| Authors: | Pallavi Singh Sunil Sahadev Xinya Wei Claudia E Henninger |
| |
| Institution: | 1. Sheffield Business School, Sheffield Hallam University, Sheffield, UK;2. Elm House, University of Brighton, Brighton, UK;3. Management School, University of Sheffield, Sheffield, UK;4. School of Materials, University of Manchester, Sackville Street Building, Manchester, UK |
| |
| Abstract: | The purpose of this paper is to model the antecedents of consumers' willingness to pay for eco-labelled food products. This research utilizes the Theory of Planned Behaviour 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 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 emphasize the environmental ability of eco-labels utilized 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. |
| |
| Keywords: | children Chinese food industry eco-labels environmental ability environmental concern willingness to pay |
|
|
