Consumer preferences for sustainability labels on Mediterranean fruits and vegetables in short food supply chains: environmental vs socioeconomic dimensions Open Access

Environmental sustainability has become a global priority, as food systems face mounting pressures from climate change, resource depletion, biodiversity loss and social inequalities. The fresh fruit and vegetable (FV) sector contributes significantly to these challenges due to its intensive use of water, fertilisers, pesticides and energy (Harris et al., 2022; Tudi et al., 2021).

In response, environmental and sustainability certifications have emerged as important governance tools for promoting more responsible practices, enhancing transparency and helping consumers make informed choices (Gazzola et al., 2023). These certifications aim to signal environmentally friendly production, fair labour standards and credible quality assurance, thereby strengthening trust across global supply chains.

Within this global landscape, the Mediterranean FV sector faces vulnerabilities and responsibilities. Most frequently, in Mediterranean countries FV are marketed through short food supply chains (SFSCs), i.e. a system in which the path from the producer (farmer) to the consumer is relatively short and involves fewer intermediaries (Cirone et al., 2023) thus allowing a direct link connecting production to consumption (Charatsari et al., 2023). This is due to the short production and marketing cycle (about 2–3 months) and the need for producers to use their harvest mainly for immediate local sale (Camanzi et al., 2019; Cassani and Gomez-Zavaglia, 2022).

The Mediterranean region's FV sector plays a critical role in both environmental sustainability and social dynamics. Environmentally, agriculture accounts for about 70% of total water withdrawals in the region, with the FV sector as a major contributor, exacerbating water scarcity challenges (MedECC, 2020). Additionally, the production and distribution processes generate greenhouse gas emissions, driven by energy-intensive activities such as irrigation, fertilisation and transportation (Trujillo-Reyes et al., 2023).

Socially, the fresh FV sector is a major source of employment and income across Mediterranean countries. The region is characterised by labour-intensive horticultural production systems that rely heavily on seasonal and family farming labour, especially in countries such as Egypt, Morocco, Tunisia, Turkey, Greece, Italy and Spain. According to the UN FAO, horticulture (including fruit and vegetables) is one of the largest employers in Mediterranean agriculture, accounting for a significant share of rural jobs and forming the economic structure of many coastal and peri-urban areas (FAO, 2023). In North African Mediterranean countries, the FV sector is particularly important; for example, horticulture accounts for over 30% of agricultural employment in Morocco and Tunisia, while Egypt remains one of the largest FV producers in the region, supporting extensive employment in production, harvesting, sorting and marketing. Beyond primary production, the Mediterranean FV sector sustains thousands of jobs in processing, packaging and local distribution networks, reinforcing its critical socioeconomic role within the region (FAO, 2022).

Against this backdrop, sustainability certifications become highly relevant in the Mediterranean context, as they can help address environmental pressures, promote fair socioeconomic practices and strengthen consumer trust. In this context, labels and certifications play a pivotal role in bridging information gaps and enhancing transparency along FV supply chains (Aminravan et al., 2025b; Kuwornu et al., 2023). For supply chain actors, these tools are essential for establishing credibility, ensuring traceability and meeting quality standards, making them a foundation of a sustainable and responsible FV industry (Gazzola et al., 2023; Mosgaard and Kristensen, 2023). At the same time, sustainability labels increase consumer awareness (Truong et al., 2022) and foster greater appreciation for FV products with certified sustainability attributes, offering a clear distinction from uncertified alternatives (Duarte et al., 2024).

Sustainability information, covering economic, social and environmental dimensions, plays a crucial role in consumer decision-making. To effectively influence consumer choices, it is important to address the specific attributes and information consumers seek in labels and certifications. Certification bodies focused on sustainability, along with their partners, have been key in informing consumers worldwide through labels and certifications. It is essential for these bodies to stay attuned to evolving consumer demands and market trends, particularly regarding which sustainability aspects are prioritized by consumers. This is especially important for FV, given their significant environmental and social impacts (Fuentes et al., 2023). However, the effectiveness of these certifications depends on how well consumers understand the certification process and its criteria (Kuwornu et al., 2023). Additionally, consumer preferences may shift as societal values and emerging concerns, such as climate change, animal welfare and fair labour practices (Gazzola et al., 2023; Mosgaard and Kristensen, 2023).

While previous research has provided valuable insights into the consumer perceptions and behaviours regarding food sustainability certifications, several important research gaps remain. First, although prior studies highlight the importance of consumer trust in certification schemes (Campos et al., 2024), they rarely examine the specific types of information consumers seek – particularly for FV in short food supply chains (SFSCs). Greater attention is needed to identify which information attributes consumers prioritise when evaluating these certifications. Second, although existing research has addressed consumer scepticism (Yu et al., 2022), little is known about consumers' actual awareness regarding sustainability certifications. Third, although prior research recognises the relevance of sustainability dimensions in certifications, it offers limited evidence on which specific dimensions consumers perceive as most important, especially for FV. Most studies have focused on the environmental aspects of sustainability in certificates (Boz et al., 2020; Gómez-Llanos et al., 2020; Yusr et al., 2020), while other dimensions of sustainability, such as the social dimension, have received less attention in research. Moreover, despite a growing body of research on consumers' willingness to pay (WTP) for sustainability labels (Gedikoğlu and Gedikoğlu, 2021; Ruggeri et al., 2021), there are few studies that distinguish consumer perceptions between environmental and socioeconomic sustainability dimensions, even though consumers' WTP may vary according to the nature of the dimension emphasised.

Addressing these gaps will enhance our understanding of consumer preferences and behaviour regarding FV certifications in SFSCs, offering practical implications for policymakers, certification organisations and small and medium-sized enterprises (SMEs). Such insights can inform more effective communication strategies, foster better-targeted policies and support markets where consumers are empowered to make sustainable choices.

Considering these factors, this study aims to explore how sustainability concerns and related certifications influence consumer preferences for Mediterranean FV within SFSCs. The research seeks to understand the specific types of information consumers expect from such certifications, how aware they are of existing sustainability labels, and which aspects of sustainability, environmental or socioeconomic, they consider most important. A further objective is to identify which consumers are WTP a price premium for certifications that include additional sustainability information.

Therefore, this study aims to address the following research questions.

This study offers both theoretical and practical contributions. Theoretically, it advances current knowledge by clarifying the specific sustainability attributes, environmental and socioeconomic, which consumers prioritise in FV certifications within SFSCs, an area that remains underexplored in existing literature. Practically, the findings provide actionable insights for producers, retailers, certification bodies and policymakers, helping them design clearer, more credible and more targeted certification schemes that align with consumer expectations and support the transition towards more sustainable Mediterranean FV supply chains.

Sustainability encompasses multiple dimensions, but two primary ones often highlighted are environmental sustainability and socioeconomic sustainability (Zhong et al., 2021). Environmental sustainability focuses on the preservation of natural resources, ecosystems and biodiversity, ensuring that human activities do not deplete or harm the planet's ecological systems (Huo and Peng, 2023). On the other hand, socioeconomic sustainability addresses the ability of societies to maintain and improve living standards, economic stability and social equity over time, ensuring fair access to resources and opportunities for all members of society (Custodio et al., 2023).

Certifications that relate to environmentally friendly practices can attract environmentally conscious consumers. These consumers are not only concerned with the intrinsic quality and safety of the food they purchase but also with the broader environmental impact of its production. In the context of SFSCs, they pay attention to how agricultural practices influence natural resources, including soil fertility, water use, energy consumption and biodiversity conservation, as well as the carbon footprint and waste management practices adopted throughout the production process (van Bussel et al., 2022). Consumers with a keen interest in sustainability often look for specific details in the proposed standards when deciding on foods. To explore this further, researchers have looked at consumer perceptions of different organic and sustainability logos. They value certificates that provide information on the environmental impact of the production process. This includes information on water consumption, energy efficiency and waste management (Boz et al., 2020; Gómez-Llanos et al., 2020; Yusr et al., 2020).

In addition to environmental sustainability, another important dimension that can be communicated through labels is socioeconomic sustainability. This aspect provides consumers with insights into various social and economic factors related to food production. These labels or certifications aim to ensure that food items are produced in a manner that aligns with certain ethical standards and values, such as fair labour practices and support for local communities (Raynolds, 2018). For instance, consumers may prefer products that are sourced locally to support the community (Rondoni and Grasso, 2021; Subramanian et al., 2020; van Bussel et al., 2022).

Regarding SFSCs, socioeconomic sustainability is particularly relevant; SFSCs rely on trust, transparency and close producer–consumer relations, making ethical production practices more visible and strongly valued. SFSCs reduce relational and physical distances, meaning consumers tend to reward products reflecting responsible labour practices, fair treatment of workers and local economic benefits. This perspective aligns with findings showing that consumers in alternative or local food networks evaluate not only environmental attributes but also ethical and community-oriented values when purchasing FV (Campos et al., 2024) and Möllers et al. (2022) who demonstrate that products from alternative food networks can gain market advantage when social and ethical attributes are highlighted.

However, the balance between environmental and socioeconomic sustainability has long been a contentious issue in research (Hariram et al., 2023). While some consumers prioritise environmental concerns and look for certifications such as organic, or GMO-free to minimise environmental impact, others may focus more on the social and economic aspects of food production (Guilabert and Wood, 2012).

Recent studies highlight increasing consumer interest in ethical certifications, particularly those guaranteeing fair labour conditions. Evidence from the Italian fruit sector shows that consumers exhibit strong WTP for labels signalling compliance with ethical and legal labour standards, such as the “Quality Agricultural Work” label (Rossi et al., 2024). These findings suggest that social sustainability claims can complement environmental ones, reinforcing overall trust. Similarly, studies in Vietnam demonstrate how certification schemes within local food value chains, closely related to SFSCs structures, reflect consumer demand for assurance regarding safe and responsible production practices (Enthoven et al., 2025).

Other research further supports this trend, showing that consumers value local vegetables for both safety and ethical reasons, and that local markets can reinforce trust-based relations that enhance perceptions of sustainability (Campos et al., 2024). Furthermore, studies on worker-friendly labels in Italy indicate that social responsibility norms and identity-based values significantly influence consumers' ethical food choices, confirming the growing relevance of social sustainability within Mediterranean FV markets (Mirabella et al., 2025).

While the increase in diverse standards, information and certification criteria poses a notable challenge for manufacturers and certification bodies, potentially inflating certification expenses (Yenipazarli, 2015), the inclusion of comprehensive information within food certificates can substantially influence consumers' WTP for such certifications (Gedikoğlu and Gedikoğlu, 2021; Ruggeri et al., 2021).

WTP can be understood through some theoretical perspectives, particularly within the field of social psychology. WTP is not solely based on economic considerations but is also influenced by individual attitudes, perceptions of fairness, social norms and values (Kim and Kim, 2023). From a psychological perspective, consumers' decision-making processes regarding WTP are often shaped by cognitive biases, emotional reactions and social influence (Paudel et al., 2020). Understanding these underlying social and psychological factors is important in explaining why consumers are willing to pay more for certain food certifications, even when price differences exist.

For instance, consumers may exhibit a higher WTP for products with certain certifications because of the perceived alignment with their personal values, such as environmental responsibility or social equity (Madududu et al., 2024). This aligns with the concept of “value-expressive” purchasing behaviour, where consumers are willing to make trade-offs in price to express their personal identity or moral beliefs. Additionally, social influence plays a role, as consumers may be influenced by the opinions and behaviours of their peers, leading them to pay a premium for products seen as socially desirable or ethically sound (Becerril-Castrillejo and Muñoz-Gallego, 2022). Cognitive biases, such as the “halo effect,” may further amplify WTP (Büttner et al., 2024), as consumers tend to generalize positive perceptions of one attribute (e.g. a Fair-Trade label) to other aspects of the product, inflating their perceived value.

According to Ruggeri et al. (2021), consumers' WTP increases when they are provided with additional information about products carrying the Fair-Trade label (Ruggeri et al., 2021). Clear and accurate information about food certificates, e.g. in relation to production processes, quality standards and sourcing methods, can increase consumer confidence in the product so that they are willing to pay more (Wu et al., 2021). If consumers are well informed about the benefits and guarantees associated with a particular food certification, they are more likely to perceive it as a valuable and trustworthy indicator. In contrast, vague or insufficient information can lead to scepticism and lower WTP, which underlines the central role of transparent communication in consumer perception and behaviour towards certified food (Yu et al., 2022).

On the other hand, irrelevant, excessive or poorly communicated information on food packaging can negatively influence consumer WTP. This is particularly true in the case of misleading or confusing claims appearing in additional labels, i.e. labels or symbols added beyond the mandatory information (such as ingredients, expiry date and nutritional facts) to highlight supposed product advantages. When such labels are unclear, unverifiable or inconsistent with consumer expectations, they can create misunderstanding about the product's true attributes. For instance, terms like “natural,” “eco-friendly” or “sustainably sourced” are often used without standardised definitions, leading consumers to overestimate a product's environmental or ethical value. This type of misleading information can erode consumer trust and distort perceptions of value, ultimately influencing their WTP premiums. According to Wilson and Lusk (2020), in an online survey of 1,122 American consumers, some indicated preferences for three products with additional labels and were willing to pay less for some products because of redundant and misleading information. As it turned out, at least part of the premium for products such as organic was due to misinformation (Nandi et al., 2017; Wilson and Lusk, 2020).

The research was intended to gain a nuanced understanding of consumer attitudes and WTP towards sustainability labels and certifications in short FV supply chains. Focusing on SFSCs and the related market for FV contributes to a deeper understanding of consumers' preferences and their relevance to sustainability issues. To this aim, a qualitative research approach was adopted based on a series of Focus Groups (FGs) that took place from February to April 2023 in three distinct MED countries, i.e. Egypt, Greece and Italy (Table 1).

All personal data collected within this study from focus groups are carefully protected in compliance with relevant national data protection legislation of the EU member states implementing the European directive 95/46/EC and with the procedures defined by the European Code of Conduct for Research Integrity.

The selection of Egypt, Greece and Italy allowed the study to capture a diverse representation of Mediterranean FV systems, as these countries differ in market structures, cultural food practices, levels of certification uptake and the maturity of their SFSCs. This cross-country perspective provides a broader understanding of consumer preferences across varied Mediterranean contexts while maintaining geographic and cultural relevance.

FGs were chosen as the primary research tool because they allow for the exploration of complex reasoning, shared meanings and value-driven motivations that underpin consumers' attitudes towards sustainability labels, elements that cannot be fully captured through quantitative surveys, even though consumer preferences for environmental labels are well studied. The interactive nature of FGs enables participants to articulate how they interpret certifications within the specific context of SFSCs, where trust, proximity and personal experience play a major role. This qualitative approach is therefore well suited to uncovering nuanced perceptions, trade-offs and implicit associations that structured questionnaires might overlook.

The rationale for the sample size of this study was based on the study's objective to capture a diverse range of FV consumer perspectives within SFSCs across Egypt, Greece and Italy. Given the qualitative nature of the study, the aim was to gain in-depth insights rather than achieve statistical generalizability; therefore, a relatively small sample size was appropriate.

Participants were recruited using purposive sampling (Stratton, 2024) in locations directly linked to SFSCs (e.g. farmers' markets, cooperative stores, short-distance retail points). Local coordinators in each country approached potential participants in person, briefly explained the study aims and invited those who regularly purchase FV within SFSCs to take part in the discussion sessions. This approach ensured diversity in consumer perspectives and that participants had relevant familiarity with short supply chains allowing them to meaningfully reflect on certification-related issues within this context.

In Egypt, a total of three FGs were conducted. Two of these FGs involved consumers of street vendors and supermarkets, while the third one involved FG Rdna consumers. Rdna, which translates to “our land”, is a special grocery store that actively supports local farmers and producers and provides them with a platform to sell their products, both in-store and online. The first FG involving consumers of street vendors included a total of nine participants, comprising three men and six women. Subsequently, the second FG, centred around supermarkets, also featured nine participants, consisting of four men and five women. Finally, the third FG, which focused on Rdna consumers, was comprised of six participants, with two men and four women.

Similarly, three FGs were organised within the Greek FV SFSCs. The FG sessions held in Greece consistently comprised eight participants, representing a diverse age range spanning from 23 to 65 years. These FGs included within the specialised SFSCs, such as farmers' market operating in the campus of the Aristotle University of Thessaloniki every Friday, in which small-scale producers sell their products mainly to students and university employees. The venues for these discussions were the Thessaloniki farmers' markets, representing the primary and secondary mainstream categories, and a unique farmers' market on the university campus. The first two FGs were held in the stone house of the University Farm of Aristotle University of Thessaloniki in Thessaloniki, which is conveniently located. The third survey FG was also held in Thessaloniki, where consumers purchased FV at the farmers' market on campus.

In addition, two FGs were organized for the Italian SFSCs. One was held at the Coldiretti Campagna Amica Foundation in Rome. Eight individuals between the ages of 20 and 50 participated in this FG, including both married and single individuals, as well as those with children. The second FG included two men and six women between the ages of 25 and 64.

The participants were characterised by their moderate to high level of educational attainment. This demographic diversity enriched the discussions, fostering a spectrum of perspectives and insights during the sessions. These diverse groups allowed for a comprehensive exploration of various perspectives and experiences. During these sessions, consumers had the opportunity to participate in discussions on topics described in the guideline of questions provided.

The duration of the FG sessions varied from approximately one and a half or two hours.

The FGs were moderated by trained experts following a guideline with questions that was formulated to fulfil the research objectives and based on a comprehensive literature review (The supplementary material for this article is available both as an attachment and online at https://amsacta.unibo.it/id/eprint/7723/) ^[1] around five key themes, aligned with the objectives of the study (Table 2). These themes include the specific information desired in FV labels or certifications, general awareness of and attitudes towards sustainability labels/certification, evaluation of perceptions in relation to socioeconomic dimensions as well as environmental dimensions and consumers' WTP for a price premium for two proposed dimensions in FV labels or certifications.

Our questioning techniques were varied and included closed-ended questions (Ouimet et al., 2004), reflective recall questions, laddering techniques (Rietz and Maedche, 2023) and word association techniques (Ares et al., 2008) in which participants were asked to share their immediate thoughts or images triggered by a particular stimulus.

The participants' discussion was also facilitated by means of the “card sorting” technique (Best et al., 2022; Morente-Molinera et al., 2019). Using thematic analysis and card sorting technique, which can be a helpful approach to ensure that all important aspects of the discussion are consistently covered (Jansen et al., 2023), the codes derived from the option cards were then independently categorised to identify content and themes that formed the basis for organising the data. In this technique, which is often used in qualitative research to organise and categorise data, participants were given a set of cards, each representing an option following the relevant questions. These cards served as response options to initiate the discussions within the FGs and to simplify the data collection process. In this technique, participants were provided with a set of pre-prepared cards, each representing a specific option or theme related to the discussion questions.

Participants used these cards to express preferences, prioritise options and support their discussions. The number and content of the cards were tailored to each discussion topic, ensuring relevance and clarity. These cards were changed between topics but were structured to cover the key aspects outlined in the discussion guide. Coordinated with the questions formulated in the guidelines, these cards facilitated structured discussions.

The interview guideline was drafted in English and then translated into the language of each Country. After the interviews were completed, the discussions were recorded and were thoroughly reviewed by experts. The results of these discussions were then collected and translated into English using the report template provided. Based on this information, content analysis was subsequently conducted.

The transcripts were imported into NVivo 12 software to facilitate a structured thematic analysis. The analysis involved some steps; first, the transcripts were reviewed and coded line by line to capture key ideas and expressions related to sustainability perceptions. These initial codes, derived both inductively from participant responses and deductively from the discussion guide, were then grouped into broader categories and subthemes reflecting environmental and socioeconomic dimensions. NVivo enabled systematic organisation, categorisation and frequency counting of these themes across countries, supporting the identification of recurring patterns, cross-country differences and convergent viewpoints among participants.

Consequently, the qualitative presentation of the results is structured around each relevant theme and presented in a frequency format to enhance the clarity of the results. The step-by-step process is shown in Figure 1. The step-by-step process is based on a combination of standard techniques in qualitative research (Best et al., 2022; Morente-Molinera et al., 2019) and adaptations developed specifically for this study. The method is developed to suit the specific context of the focus group discussions, which involved categorising key concepts and themes related to research topic.

Preparation, which involves creating cards with key concepts and themes; Participant Instructions, where participants are given the cards and asked to categorize them based on specific questions; the Sorting Process, where respondents sort the cards into categories according to the options shown; Discussion and Reflection, where participants discuss their sorting process; and Analysis, which involves analysing the sorted categories to identify common themes, patterns or interpretations across participants.

The results are presented in three subsections to address the research questions (RQs) as follows. Section 4.1 assesses the information consumers seek on FV labels or certifications (RQ1). Section 4.2 examines consumers’ awareness and preferences regarding the sustainability dimensions of these labels (RQ2 and RQ3). Finally, Section 4.3 explores consumers’ WTP for a price premium for sustainability certifications (RQ4).

Qualitative data from the focus groups were used to explore consumer perspectives and experiences with FV certifications. To ensure the validity of the results, we used some strategies. Data source triangulation (Guion et al., 2011) was applied by collecting information from FGs conducted in Egypt, Greece, and Italy. This allowed us to compare findings, ensuring a broader and more comprehensive understanding of the topic. In addition, investigator triangulation was applied, as multiple researchers were involved in reviewing and interpreting the data to minimise individual bias and enhance analytical rigour. Finally, after each FG session, the moderator provided participants with a brief oral summary of the key findings and interpretations to ensure that their views had been accurately understood. This process, known as member checking, helped verify the consistency and reliability of the results (Birt et al., 2016).

To address RQ1, participants were asked to reflect on the types of information they consider most important when evaluating FV certifications and labels. Based on a structured discussion guide, consumers across all three countries expressed interest in roughly ten categories of label information (Figure 2). These included geographical origin, shelf life, organic logo, ingredient list, environmentally friendly practices, integrated pest management, health-related logos, allergy information and ethical or social claims.

Across all three countries, the context of SFSCs strongly shaped these priorities. Because SFSCs typically offer local, fresh and producer-linked products, participants frequently linked origin, freshness and transparency with the characteristics they expect from short supply chains. Many explicitly stated that SFSCs give them more direct or trustworthy access to local products, making information such as origin and production practices even more relevant.

While there was general agreement on the value of certain types of information, country-level differences emerged. Egyptian consumers strongly emphasised the organic logo, associating it with natural production methods and health. Although geographical origin and shelf life were also important, they ranked slightly lower. Moderate attention was given to environmental friendliness and ingredient content, while health logos and ethical/social aspects received limited but notable attention.

Greek participants, on the other hand, prioritized geographical origin and shelf life, suggesting a strong interest in freshness and traceability. The organic logo was considered less relevant compared to other categories. Greeks also expressed moderate interest in ingredients, environmental impact and ethical concerns. Many Greek consumers noted that because they often purchase FV from farmers' markets or university-based SFSCs, they expect greater transparency and prefer labels that reinforce this producer–consumer proximity.

Italian consumers reflected preferences like Greek participants, placing high importance on geographical origin, shelf life and ingredient lists. However, they showed a relatively higher interest in integrated pest management and health-related logos compared to the other two groups. Participants highlighted that SFSC outlets such as Campagna Amica stores provide additional trust and reassurance, making certification details especially meaningful when evaluating competing products.

To explore RQ2 and RQ3, we analysed participants’ reflections and thematic card-sorting discussions across the three countries (Table 3). Across all focus group discussions, participants revealed a general awareness of the term “sustainability,” though their understanding of its dimensions varied considerably. Importantly, participants often interpreted sustainability through the lens of their SFSC experiences. Because SFSCs emphasise locality, producer proximity and shorter distribution routes, consumers frequently linked sustainability with attributes they associate with these systems, such as freshness, reduced transport, direct support for farmers and transparent production practices. Many individuals associated sustainability predominantly with environmental concerns, such as reducing pollution or conserving natural resources, while the socioeconomic aspects were often less clearly understood or articulated. For some participants, particularly in Italy and Greece, the term “socio-economic sustainability” was unfamiliar, prompting requests for clarification during the sessions. Despite this, once the concept was explained or contextualised through card prompts and examples, most participants were able to engage meaningfully with the topic.

When discussing the environmental dimension, participants across all countries expressed positive associations. Many connected the idea to avoiding harmful chemicals, reducing waste and protecting natural resources. Several consumers noted that SFSCs inherently reduce environmental impacts by minimising transportation distances, reinforcing their perception that local products are more sustainable.

By contrast, when the conversation shifted to the socioeconomic aspects of sustainability, the discussion became more reflective and, at times, more emotionally nuanced. Several participants shared personal or locally rooted stories, such as knowing a smallholder farmer who struggled with market access or recalling experiences of unfair wages in agricultural work. Supporting local farmers emerged as a deeply valued principle across the board. In Italy and Egypt, participants frequently mentioned the importance of fair wages and decent working conditions. For many, this dimension of sustainability felt more human and community centred. In Greece, while participants also acknowledged the value of fair labour and local support, there was greater emphasis on the quality and safety of the final product, suggesting a link between social responsibility and product assurance.

Interestingly, some socioeconomic indicators such as “fair trade” or “non-violation of rights” appeared more abstract or distant to participants, especially when compared to the more immediate and visible environmental impacts. This reflects the belief among many participants that SFSCs already ensure a form of embedded trust, making certain socioeconomic labels seem less necessary but still appreciated when clearly explained.

Throughout these dialogues, the differing priorities among countries also became evident. For example, Egyptian participants consistently brought up the role of packaging and deforestation, highlighting concerns more aligned with urban environmental pressures and public cleanliness, while Italian participants were more vocal about integrated pest management and eco-friendly production practices. Greek participants, meanwhile, seemed to navigate both dimensions by connecting environmental concerns to product safety and expressing a balanced interest in both nature and community.

To address RQ4, we examined participants’ attitudes towards environmental and socioeconomic sustainability claims. Across all countries, participants explicitly linked their WTP to the added trust and perceived authenticity associated with SFSCs. Many indicated they were more willing to pay a premium for certified FV when the products were purchased in short supply chains, because SFSCs already provide a trusted environment and reduce uncertainty about production conditions.

Overall, consumers showed a greater WTP for certifications that emphasized environmental benefits, such as reduced pesticide use, eco-friendly packaging or resource conservation. These were perceived as more tangible and personally relevant. Socioeconomic certifications generated more cautious responses, with participants wanting clearer communication and credible assurance that extra costs would benefit workers or communities. Some participants noted that within SFSCs they already feel closer to producers, increasing their willingness to reward environmentally responsible practices and, in some cases, social sustainability claims. This relational proximity was repeatedly described as enhancing trust and justifying premiums for certified products (Table 4).

Product type also influenced responses: Greek and Egyptian participants leaned towards paying more for fruit, while Italian consumers focused on certified vegetables. WTP was not purely financial but often reflected ethical alignment and belief in the certification's credibility, highlighting the importance of transparent, consumer-oriented communication.

Our findings revealed clear patterns in the information consumers seek on FV labels and how they relate these aspects to sustainability within SFSCs. While the FGs were conducted in SFSC contexts, such as local farmers' markets, cooperative shops and short-distance retail settings, participants did not always explicitly refer to the concept of SFSCs. Instead, they implicitly associated sustainability with characteristics inherent to these systems, such as local origin, transparency, trust in producers and reduced environmental impact. This implicit linkage suggests that consumers may not conceptualise SFSCs as a formal category but rather as a set of perceived benefits, particularly freshness, authenticity and reduced transport, which aligns with broader discussions on embeddedness in alternative food networks.

Across MED countries, geographical origin and organic certification emerged as top priorities, reflecting a demand for transparency and trust in food origin and production practices (Meyerding et al., 2019; Thøgersen, 2023). The preference for organic labels highlights a broader trend towards health-conscious and environmentally aware consumption, with consumers associating these labels with natural growing methods and the absence of synthetic chemicals (Camanzi et al., 2024; Radulescu et al., 2021). Shelf life was also frequently mentioned, reflecting concerns about freshness, food safety and sustainability, especially in the context of reducing waste (De Corato, 2020). Notably, country-specific patterns emerged; Italian and Greek consumers placed the greatest emphasis on the geographical origin and organic logo, viewing them as markers of authenticity, traceability and regional pride. In contrast, Egyptian participants gave relatively higher importance to shelf life and seasonal freshness, linking these aspects to practical concerns about product quality, safety and availability in local markets.

These cultural differences align closely with findings from Martinez de Victoria Muñoz and Gil (2023) who emphasise that Mediterranean food preferences are strongly shaped by traditional dietary patterns centred on plant-based foods, freshness and seasonality. Their study highlights that populations in the Mediterranean region attach cultural and nutritional value to fresh produce, which corresponds with our results showing that Greek and Italian participants particularly prioritised origin and freshness, while Egyptian consumers emphasised seasonal availability and product quality in local markets. This similarity reinforces the idea that sustainability perceptions are interwoven with Mediterranean food culture, as observed in both studies.

Our research also shed light on consumer awareness, perceptions and reasoning related to environmental and socioeconomic dimensions of sustainability. Giuggioli et al. (2016) emphasised that competitiveness in the fresh FV sector increasingly depends on the integration of both environmental and social sustainability principles within supply chain management. They argue that effective sustainability strategies, such as eco-efficient production, reduced environmental impact and fair socioeconomic practices, enhance not only environmental performance but also consumer trust and market differentiation. In our study, while many participants were familiar with the overarching concept of sustainability, differences in understanding and attitudes towards specific dimensions were identified. Particularly encouraging was the generally positive perception of environmental sustainability among consumers, indicating a growing awareness of environmental issues.

This pattern is widely documented in the literature, as consumers tend to prioritise environmental aspects, such as reduced chemical use, lower carbon footprint or eco-friendly packaging, because these attributes are more visible, easier to understand and directly linked to health and environmental protection (Aminravan et al., 2025a). Studies further show that environmental cues are often perceived as more credible and verifiable, reinforcing consumer confidence and willingness to support such practices (Boz et al., 2020).

However, the socioeconomic dimension often required further explanation, revealing that gaps in awareness remain, particularly regarding the social and ethical aspects embedded in certifications. This finding is consistent with evidence showing that socioeconomic sustainability claims, such as fair labour conditions, ethical production and farmer welfare, are less familiar, less visible and often harder for consumers to assess (Kim et al., 2022). Recent studies indicate that although consumers support ethical values in principle, awareness and comprehension of social sustainability criteria remain limited, requiring clearer communication and stronger assurance mechanisms (Mirabella et al., 2025; Rossi et al., 2024). Research on ethical labels in FV markets demonstrates that consumers' understanding improves only when detailed, credible information is provided, highlighting the need for transparent and accessible certification schemes (Campos et al., 2024).

There may be differences in education and awareness campaigns that focus on sustainability. Efforts to educate consumers about environmental sustainability may be more widespread and effective than those that focus on the socioeconomic dimension, which is often perceived as abstract or less visible. However, addressing these disparities requires holistic approaches that integrate both environmental and social sustainability considerations into public discourse, corporate practices and educational campaigns.

One of the key findings of our study concerns consumers' WTP for sustainability certifications, as influenced by perceived value, clarity and trust. While participants in all countries expressed a positive attitude towards certified products, WTP was consistently stronger for environmental certifications, which were viewed as more immediate, relevant and easier to verify. Consumers frequently associate environmental claims with health benefits, safety and visible product qualities, reinforcing their readiness to pay a premium price when environmental information was clearly communicated. In contrast, WTP for socioeconomic certifications was more conditional. Although many participants supported values such as fair labour and local farmer support, they were often cautious about paying more unless the social impact was clearly explained, and the certification appeared credible. Concerns about trust, vague claims, and lack of transparency were particularly notable in the discussions in Egypt and Italy. Product type also played a role in shaping WTP. Greek and Egyptian participants tended to be more WTP extra for fruit, citing concerns about pesticide exposure and quality, while Italian consumers placed higher value on certified vegetables, especially in relation to freshness and local origin.

These findings underline the importance of cultural and product-specific differences. Egyptian and Greek consumers prioritize fruit certifications, likely due to its higher cultural value, while Italians place more emphasis on vegetable certifications, reflecting their culinary traditions, which is consistent with the results of other studies (Aureli et al., 2023; Bonanno et al., 2017; Selvaggi et al., 2023). These cross-country nuances reinforce the argument that sustainability preferences must be interpreted within their cultural and market contexts rather than assumed to be uniform across the Mediterranean. Rather than viewing WTP as a purely financial decision, participants described it as a value-driven choice, one that depended on alignment with personal beliefs and confidence in the information provided. Tailored communication and marketing strategies are therefore essential, ensuring that sustainability certifications resonate with consumer expectations and enhance both trust and relevance.

The findings showed that consumers value information on geographical origin and organic labels and are generally more responsive to environmental sustainability claims than socioeconomic ones. While WTP for certified products was evident, it was stronger for environmental attributes and varied across countries and product types.

The study contributes theoretically by advancing the understanding of how sustainability perceptions are shaped within SFSCs, highlighting the interplay between environmental cues, cultural food norms and trust in local production systems. It also enriches the literature on sustainability certifications by demonstrating that consumers differentiate clearly between environmental and socioeconomic claims, and that these distinctions significantly influence awareness, perceived credibility and WTP. By showing how sustainability dimensions are interpreted within Mediterranean SFSC contexts, the study provides new insight into the role of proximity, embedded trust and cultural identity in shaping sustainability-oriented consumer behaviour.

From a practical perspective, the findings provide clear guidance for key stakeholders in the FV supply chain. Producers can benefit from prioritising and clearly communicating environmental practices, such as reduced pesticide use, organic farming, sustainable water management or eco-friendly packaging, linking these practices to local origin, freshness and health benefits to enhance consumer trust and WTP. Retailers and market organisers, especially in farmers' markets, cooperatives and local shops, can strengthen product visibility and labelling clarity, using simplified labels, visual cues and storytelling to highlight environmental benefits and local provenance. At the same time, they can gradually introduce socioeconomic information, such as fair labour conditions or support for small farmers, in a transparent manner to raise awareness without overwhelming consumers, thereby improving the practical relevance of sustainability certifications across the supply chain.

Policymakers and certification bodies can support these efforts by developing harmonised, transparent certification frameworks that integrate both environmental and socioeconomic dimensions, reinforced through incentives, producer training and consumer awareness campaigns. Tailoring certification and communication strategies to local food traditions, consumption habits and product types can further enhance relevance, trust and perceived value; strengthen consumer–producer relationships; and reinforce the social integration of SFSCs.

However, the study's qualitative focus and limited geographical scope (Egypt, Greece and Italy) restrict generalizability. Self-reported WTP may not fully reflect actual market behaviour. The use of FGs may also introduce social desirability bias, and the scenarios discussed may not fully reflect real-world purchasing conditions. Moreover, WTP was self-reported and not tested through behavioural or economic experiments, which may result in over- or under-estimation of actual market behaviour.

To strengthen future research, mixed-method approaches and real-world experiments are recommended to validate consumer claims and behaviours. Further exploration is needed on how different sustainability dimensions shape purchasing decisions and how to close awareness gaps, particularly for socioeconomic issues. Future studies could also extend the analysis to additional Mediterranean and non-Mediterranean countries, compare SFSCs with long supply chains, and investigate how digital tools (e.g. QR codes, blockchain-based traceability) may enhance the visibility and perceived credibility of sustainability certifications. Innovations such as digital tools and interactive labels could play a key role in improving the visibility and impact of sustainability certifications.

The supplementary material for this article can be found online.