... study explores the role of antecedents of consumers’ willingness to buy (WTB) tomato products with the No Cap label, including consumer level of consciousness about social sustainability, trust in the label (i.e., the No Cap label), consumer innovativeness, and environmental concern. The research...

..., the authors investigate the effect of the advertising, communication focus promoting LGM-based meat, on consumers' willingness to buy (WTB) and word-of-mouth (WOM), by shedding light on the moderator role of consumers' environmentalism and status consumption orientation tendency in influencing...

...Andrzej Szymkowiak; Marcin Adam Antoniak; Barbara Borusiak Purpose The objective of the study is to explain how health orientation influences attitude towards paying attention to nutrition claims (NCs), intention to pay attention to NCs, and willingness to buy products containing NCs. Design...

...Soghra Aliasgharzadeh; Mahdieh Abbasalizad Farhangi; Maliheh Barzegari Purpose The tendency towards genetically modified (GM) food consumption and production is increasing worldwide. The purpose of this study was to examine the factors influencing the general population's willingness to buy GM...

..., which in turn predict their willingness to buy fresh fruit from this country. Design/methodology/approach Participants (N = 1,583) from the three metropolises in China were surveyed on their perceptions of the competence, warmth and clean green image of seven contrasting exporting countries...

...Zohra Zinoubi Ghali Purpose This paper aims to study the influence of organic food perceived values (utilitarian vs hedonic) on consumer willingness to buy and willingness to pay in a developing country. Design/methodology/approach This paper utilized a survey of 467 Tunisian consumers...

... of each and all these features on consumers’ choice. At last, the paper frames different consumers’ profiles. Design/methodology/approach The analysis is based on an online survey associated with a choice experiment designed for assessing willingness to buy (WTB) and willingness to pay (WTP) for craft...

... leafy green vegetables through three sensory tests – blind, informed and inverted and the willingness to buy (WTB) them, and associated factors of organic food consumption by these students. Design/methodology/approach The research had a cross-sectional design with university students. First...

... in innovativeness and thus in their willingness to buy unfamiliar food and food souvenirs. The purpose of this paper is to focus on the special context in which tourists choose food during holidays and the associated food-cultural distance involved in this context. Design/methodology/approach – This study...