Chapter 8: Sustainable Eating: Green Labelling on Grocery Purchasing Decisions

This research analyses the influence of green label towards consumers’ purchasing attitude on groceries, by measuring willingness to pay (WTP) and how it is affected with Consumer Knowledge, Eco-Friendly Values, Social Influence and Promotional Activity which affect Product Quality Perception. This study included a total of 250 survey respondents and asked how they think and what type of grocery eco-labelled products do they prefer. The results in the regression analysis showed that Consumer Knowledge and Eco-Friendly Values had a significantly positive effect on consumer’s WTP for green-labelled products. Results: Social Influence had a marginal effect, while Promotional Activity and Product Quality Perception were not significant predictors. Therefore, consumers’ awareness about sustainable foods and preferences for more eco-friendly products are an important strategy to increase sustainable grocery consumption. Businesses and policymakers need to implement tailored educational campaigns addressing the topic of sustainability, such as value-driven marketing strategies promoting a culture of sustainable consumption. The study suggests that sustainable diets will mainly be led by responsible and values-oriented consumers, rather than marketing strategies alone.