Search Results (45)

The global demand for argan oil has grown considerably in recent years, creating economic opportunities while raising concerns about ecosystem degradation and the sustainability of production systems. To support long-term viability, several initiatives have promoted environmentally friendly practices and fair value-chain models. However, the effective market integration of these initiatives depends on understanding consumer behavior and preferences toward sustainable products. This study aims to identify the determinants influencing consumers’ purchase intention for sustainable argan oil using an extended framework of the Theory of Planned Behavior (TPB). A structural equation modeling approach was applied to analyze responses from adult consumers with a minimum education level of secondary education. The results show that consumer attitude, perceived behavioral control, and willingness to pay have significant positive effects on purchase intention, while ecological literacy exerts an indirect influence through attitude, social norms, perceived behavioral control, and willingness to pay. In contrast, ecological literacy has no significant direct impact. These findings improve the understanding of behavioral mechanisms underlying green product consumption and offer insights into designing marketing strategies that align with sustainability values and promote responsible consumer choices. Full article

Achieving climate neutrality in construction requires more than available low-carbon technologies; it also depends on informed demand and consumers’ willingness to adopt sustainable materials. This paper examines ecological awareness, attitudes, and behavioral intentions toward eco-friendly building materials in Poland, using four independent waves of a nationwide online survey (CAWI) conducted in 2023 and 2025 (N ≈ 1000 per wave; adults aged 18–80). The questionnaires measured environmental awareness; willingness to pay a price premium (WTP) for properties built with eco-materials; actual purchasing behavior during renovations; support for regulations mandating developers’ use of ecological materials; and key socio-demographic factors. While the results confirm a pronounced attitude–behavior gap, the article details the research design and analytical approach, reports awareness, attitudes, and WTP across waves and subgroups, and discusses implications for “soft” interventions (e.g., norms, information, defaults) that can complement regulatory frameworks and financial incentives. It concludes with limitations and practical recommendations for policymakers, industry, and civil society to accelerate the adoption of low-emission materials. Full article

Traditional foods (TFs) represent a key component of regional cultural identity and gastronomic heritage, particularly within the hospitality sector. The growing interest of tourists in authentic, locally sourced and sustainable food underscores the importance of understanding the perceptual and socio-demographic factors that shape their preferences and choices regarding TFs. The aim of this study is to identify and explain the factors that influence tourist attitudes toward dishes prepared with TFs in the hospitality sector, as well as to examine the extent to which socio-demographic characteristics predict tourists’ purchasing decisions. For this purpose, the Tourist Perception and Preferences Model in the Context of Traditional Foods (TPP-TF model) and the Perceptual Factors Scale for Traditional Food Consumption (PFS-TFC) were developed. The research was conducted on a sample of 507 respondents in the A.P. Vojvodina (Republic of Serbia), employing both exploratory and confirmatory factor analyses, which identified the following three key factors: socio-cultural, ecological, and economic. The results of the logistic regression analysisshowed that income level and place of residence significantly influenced the decision to purchase dishes based on traditional foods (TFs). Tourists with higher income levels were substantially more likely to purchase TFs, highlighting the role of economic affordability in shaping consumer choices. Conversely, individuals residing in urban areas showed a significantly lower likelihood of purchasing TFs compared to rural respondents, suggesting that traditional food consumption remains more rooted in rural environments and is closely associated with cultural proximity. Full article

Introduction: With global protein demand rising, edible insects offer a nutrient-rich and environmentally sustainable alternative protein source that could help address both dietary and ecological challenges. This study investigates the attitudes, perceptions, and willingness of Saudi university students to consume edible insects (entomophagy) as an alternative protein source, with implications for public health, nutrition, and food security across the Arab region. Methods: A cross-sectional survey was conducted among 1711 students (34.4% men, 65.6% women) from multiple Saudi universities. The Eating Attitudes Questionnaire (EAQ) assessed disgust, interest, and attitudes toward using insect-based feed for animals, as well as measures of environmental concern, health risk beliefs, and social influences. Results: Significant gender differences were observed in willingness: men reported higher willingness to consume edible insects (21.1%) compared with women (8.5%). They also reported lower disgust scores, higher interest, greater environmental concern, and lower health risk beliefs. Regression analysis showed that positive attitudes toward using insects as animal feed, interest, environmental concern, and social influences were strong predictors of willingness, whereas disgust and health risk beliefs were negative predictors. Previous experience, familiarity, and religious beliefs were not significant predictors. Conclusions: These findings highlight the importance of targeted interventions that reduce psychological barriers and promote willingness to try edible insects, thereby contributing to Saudi Arabia’s efforts to strengthen food security and advance sustainable nutrition strategies within the kingdom and the broader Arab region. Full article

Climate changes have increased interest in the circular economy, an alternative model that seeks to minimize environmental impact and maximize resource reuse. A key element of this model is individuals’ behaviors and attitudes, which determine the overall efficiency of recycling processes. The study fills the gap by investigating how selected socio-demographic factors affect attitudes and intentions toward recycling and material reuse in the Slovak Republic, by using the Perceived Characteristics of Innovating (PCI) framework. Through a two-way ANOVA, we tested the hypotheses that higher education correlates with stronger recycling attitudes and that women are more willing than men to engage in circular practices. The results show that gender differences in consumer attitudes towards the circular economy do occur, but their magnitude is often conditioned by education level. Education proved to be the strongest predictor of ecological behavior: respondents with higher education reported stronger beliefs in the importance of recycling and a greater willingness to act sustainably. The interaction between gender and education revealed that university-educated women hold the most pronounced pro-environmental attitudes, underscoring the importance of gender-sensitive educational strategies. It is recommended that environmental education and outreach focus on less-educated groups, particularly women, who have high potential to influence their communities. Full article

The main objective of this study was to investigate European consumers’ intentions to purchase cosmetics and detergents with green ingredients made from recycled CO₂. Aiming to better understand both moral and practical criteria of consumers’ intentions, a combination of the Values-Beliefs-Norms and the Theory of Planned Behaviour models served as the basis of this study’s theoretical framework. The combination was extended with risk perception about global warming, scepticism and media influence. Online interviews were conducted with stratified samples based on gender and age distributions in France, Germany, Greece and Spain. Structural equation modelling and moderation analyses were employed to analyse the data. The results indicated that consumption intentions are generated by consumers’ biospheric values and a sequence of risk perception, awareness of consequences, and ascription of responsibility while they are directly determined (in declining order) by perceived behavioural control, personal norms, attitudes and subjective norms. Subjective norms indicated additional indirect impacts on consumption intentions through personal norms and ascription of responsibility. Moderation also indicated that the relationship between perceived behavioural control and consumption intentions is stronger in consumers, who are less sceptical towards ecological claims on packaging, while the relationship between personal norms and consumption intentions is stronger in consumers, who are less influenced by advertisements. Theoretical, managerial and social implications were derived from the results. Full article

Sustainable development purposes require strong emphasis on green food promotion as an essential component. The decision-making process of Generation X members toward green food consumption creates important effects on both personal health and environmental sustainability and social programs and economic stability. This research examines environmental self-identity and environmental values as predictors of green food consumption intentions with analysis of attitude and relevant intermediate factors that include personal standards as well as perceived control over behavior. The researcher gathered data through convenience sampling from 480 Chinese Generation X participants. Statistical analysis followed the pretest to perform assessments for reliability and validity testing. Structural equation modeling (SEM) processed the data while validating confirmatory factor analysis and path analysis testing. Data analysis demonstrates that environmental values directly drive green food consumption intentions. These values operate through two key pathways: (1) shaping positive attitudes toward green food, and (2) reinforcing subjective norms and perceived behavioral control. These mechanisms collectively promote pro-environmental choices with measurable ecological and social benefits. The research shows self-identity as an environmental entity positively affects green food consumption because it strengthens users’ self-belief as eco-conscious consumers leading to intensified attitudes and subjective norms and perception of behavior control. The research enriches the TPB (theory of planned behavior) by proving that environmental attitudes respond to environmental factors including social environments along with economic capacity and living conditions to shape generation X consumers’ intentions to buy green food. The findings advance sustainable consumption theories by revealing generation-specific behavioral mechanisms, while providing actionable insights for designing targeted green marketing strategies and policy interventions. Full article

With the escalating environmental issues, the imperatives to mitigate greenhouse gas emissions and advance energy products through innovation, energy production, and consumption frequently result in environmental externalities. Conventional markets frequently struggle to address these external factors, resulting in market failures. Consumers are more aware of the environmental repercussions, regulatory mandates, and potential economic benefits of new energy vehicles (NEVs). Consequently, there has been a substantial surge in the demand for NEVs as alternatives to conventional vehicles. This study analyses the method by which innovative technology moves from the stage of purchase intention dissemination toward market adoption and explores strategies to expedite this process. Moreover, it examines how the intentions of customers to purchase ecologically friendly energy goods and their receptiveness to such products affect the expansion of the market. Further analysis indicates that the factors influencing consumers’ attitudes towards NEVs include the adoption of ecological innovation, awareness of environmental product knowledge, and perceived value of innovative, environmentally friendly energy products. The purpose of this study is to expand upon the existing literature on consumer demand, examining the influential factors that extend the Theory of Planned Behaviour (TPB) to enhance consumer intention through internal mechanisms. It explicitly focuses on these aspects, as well as perceived risk (PR) and perceived value (PV), to identify gaps in the literature and contribute to intentions to purchase NEVs in China. This study presents a thorough research framework for efficiently examining customer demand for comparable eco-friendly energy products. It investigates the potential influence of attitudes, subjective norms, perceived behavioural control, and environmental perceptions, specifically those concerning environmental knowledge and concerns. Moreover, personal factors such as attitude, normative beliefs, and perceived control beliefs were found to impact consumer attitudes towards NEVs. The key factor influencing purchasing intention was the attitude towards NEVs. Simultaneously, subjective norms did not have a direct effect on purchase intentions. However, social influence played a significant role in the decision-making process, with perceived behavioural control and subjective norms exerting considerable influence. Full article

The scourge of food waste (FW) is a significant global challenge, impacting climate change, food security, and the sustainability of agrifood systems. The objective of this paper is to identify, analyze, and understand the factors influencing household consumer behaviors in Romania regarding the reduction of FW. Three primary research objectives were established to assess food consumption behaviors within households, to explore attitudes toward FW, and to understand the motivations for reducing FW along with the measures implemented by households to address this issue. Methodology: Data were collected through an online self-administered questionnaire, designed to investigate consumer behaviors related to the avoidance of FW. A descriptive statistical analysis was performed, and a linear regression model was developed to evaluate a composite index measuring Romanian consumers’ behavior towards FW reduction. Results: The resulting model identifies key predictors that drive concrete actions to minimize FW, including the desire to mitigate the environmental impact, household conversations about FW and strategies to reduce it, established food routines, the influence of one’s social circle, individual ecological and social responsibility, and the effectiveness of awareness campaigns addressing the consequences of FW. Practical and social implications: The findings highlight the necessity of education and awareness initiatives to shift attitudes and behaviors concerning FW. Future research is warranted to deepen understanding and enhance interventions. Originality: This study represents a pioneering and innovative inquiry into FW behavior in Romania, filling a gap in the existing literature and contributing to the broader discourse on this pressing environmental issue. Full article

Marine invasive alien species (IAS) are spreading in the Mediterranean Sea, altering species composition and reshaping marine ecosystems. The study explores consumer attitudes towards the consumption of marine invasive alien species (IAS), particularly lionfish and Atlantic blue crab, in the Greek seafood market. These species are considered a threat to marine biodiversity but are also being considered for commercial seafood to mitigate their ecological impact. Through surveys of consumers and seafood retailers, the research finds that while Greek consumers show a positive attitude towards consuming these species, they often lack awareness of their ecological impact. Retailers see potential in promoting these invasive species, with freshness, hygiene, and poison concerns being the most important factors for consumers when purchasing seafood. In general, there is a need for better public education regarding the ecological and health impacts of IAS consumption. Factors that could increase consumption include recommendations from seafood retailers, promotion by TV cooking shows, and quality certifications. The study suggests that aligning consumer education with conservation goals could help control the spread of IAS while supporting local fisheries. Full article

With the development of e-commerce in Poland, consumer awareness has evolved. Buyers not only compared prices and assessed the quality of products but also began to take into account the impact of their purchases on the environment, which was previously an overlooked aspect. This growing environmental awareness is part of a broader effort to address environmental issues and support practices that promote sustainability. Currently, there is a noticeable increase in ecological awareness among society, government bodies, and the scientific community, strengthening human interaction with the natural environment. The aim of this study was to examine changes in ecological awareness and ecological attitudes among Polish e-consumers over ten years and their impact on online shopping behavior. This study explored how the ecological attitudes of Polish e-consumers have evolved over the last decade and what impact these changes in environmental attitudes have had on the online purchasing behavior of these consumers. Longitudinal studies were used to enable the analysis of changes over time. The research technique was based on repeated measurements of the same phenomena and features, carried out on diverse research samples from the same population, using the same methods and tools. This study was conducted twice, in 2010 and 2020, on a sample of 1150 people in each of these years. This research employed an online survey questionnaire, which included scales for assessing the personality traits of e-consumers and the determinants of online shopping. A significant change was found in e-consumers’ attitudes towards the natural environment and their purchasing preferences. This change has had a clear impact on purchasing behavior, including an increase in the importance of convenience, access to detailed product information, and a wide range of products offered, reflecting more conscious and convenience-oriented consumer behavior. Full article

The pursuit of a sustainable world has today compelled both companies and individuals to scrutinize the environmental impact of goods and services. As a result, the field of green marketing, encompassing topics like sustainability, ecologism, and social impact, has gained significance. This study aims to explore the attributes influencing consumers’ decisions to purchase green products. The research builds upon an extensive literature review conducted using databases such as Scopus and Web of Science. The resulting model integrates the variables linked to green buying behaviour. Empirical analysis utilizing partial least squares (PLS) methodology validates multiple hypotheses, including those concerning personality traits, altruistic attitude, environmental commitment, and the influence of social factors. This study also highlights the intricate relationship between environmental awareness, positive attitudes towards green products, and perceptions of greenwashing. In conclusion, this research contributes to a comprehensive understanding of the factors guiding consumers towards sustainable purchasing choices, shedding light on the intricate interplay of attitudes, influences, and perceptions in the realm of green consumption. Full article

Recent changes in national and international environmental policy place a lot of emphasis on electric vehicles (EVs) as they reduce ecological damage by eliminating emissions. However, given the products’ novelty, consumers have expressed mixed emotions about EV purchases. Skepticism surrounding EV reliability is a significant concern for potential adopters, primarily due to a lack of essential support. As a result, to resolve the problem of consumers’ mixed emotions toward EVs, it is necessary to understand how consumer environmental concerns (EC), attitudes, subjective norms and perceived behavioral control shape consumers’ intentions. Leveraging the modified and expanded version of the Theory of Planned Behavior (TPB), the current study developed and validated a conceptual model and hypotheses through cross-sectional research. Employing the snowball sampling method, we collected data from 274 respondents via an online survey. The study establishes that social pressure can impact individual ATT, fostering enduring benefits for respondentsʹ EC and behavioral intentions. Consequently, active involvement by EV manufacturers in advocating sustainable consumption is paramount to catalyzing future market growth. Our research is a ground-breaking attempt to determine EV interest among consumers. The nuanced findings hold implications for marketers/practitioners involved on the supply side of the EV business. Full article

In an era in which e-commerce has become an integral facet of our lives, the delivery process has evolved into a vital part of online shopping. As the sole tangible interaction in an otherwise digital undertaking, it forms a decisive aspect of consumers’ e-commerce experience. In the face of the ever-growing prevalence of e-commerce, the ecological footprint left by delivery practices has emerged as a pressing concern. This focus is attributed not only to the environmental externalities resulting from e-commerce delivery but also due to the system’s inherent inefficiencies. As the primary beneficiaries of e-commerce, consumers form a pivotal force in driving sustainable delivery initiatives. This study embarks on an exploration of consumers’ attitudes toward environmentally friendly e-commerce-delivery practices. We aim to investigate whether consumers are willing to bear additional costs for assured green deliveries and identify which sustainable practices they perceive as most effective. A survey was conducted among e-commerce users to show their readiness to incur higher costs for green delivery and accept delayed deliveries if they supported sustainability. However, our findings reveal a conflicting scenario. While consumers display a readiness to opt for green deliveries, the price and speed of delivery emerged as more critical considerations. This study also uncovers significant discrepancies in attitudes towards green delivery based on demographic factors, such as gender and generation. Utilizing multivariate logistic regression, the study outlines the main factors that predict a willingness to pay for guaranteed green delivery. This study’s findings stress the need to balance the drive for speed and cost-effectiveness in e-commerce delivery with the urgency to adopt sustainable practices. It underscores the necessity for e-commerce platforms and logistics partners to take the lead in crafting and implementing innovative green delivery solutions while educating and incentivizing consumers to choose sustainable delivery options. Full article

Urban soil security depends on the means and social practices that enable multiple generations to maintain and improve soil resources. Soils are pivotal to urban sustainability yet seem absent from international planning advisories for sustainable urban development. Subsuming soils under broad and unspecific categories (ecosystem, environment, land, etc.) leaves soil interests indeterminate and largely ignored in urban planning. The absence of soils in sustainable urban planning advice permits planning guidelines that cause increasing land-use conversions which seal soils. Urban patterns of sealed and distanced soils, preventing access to and direct enjoyment of soil benefits, generate disengagement from soils. Despite fierce land-use competition, urban areas offer the greatest potential for soil connectivity exactly because people concentrate there. Based on previous work we accept that everyday opportunities to encounter and directly engage with soils in Pre-Columbian lowland Maya urban life rendered soil connectivity commonplace. Here, we review how the two original routes towards soil connectivity, knowledge exchange and producer–consumer relationships, reinforced and supported regular soil engagement in Maya urban practice. We frame our interpretation of Maya cultural values and urban practices in terms of leading insights from environmental psychology on pro-environmental behaviour and stakeholder attitudes and the principles of building resilience. This allows us to recognise that Maya urban soil connectivity functions thanks to the structural involvement of the largest societal stakeholder group, while imparting soil knowledge is entangled in shared socio-cultural activities rather than a task for a minority of soil specialists. The emerging Maya model for a socially engaged soil-aware urban society combines bottom-up practices and top-down social–ecological cultural values to increase resilience, to diminish reliance on long-distance supply chains, and to maintain productive human–environment relationships over the long term. As such it becomes a primary task for urban planning advice and guidelines to enable and support a widely shared and enduring culture of soil care. Urban sustainable development may only be successful if underpinned by a broadly carried increase in soil knowledge and awareness of intergenerational soil dependency. Full article