...Imre Fertő; Zoltán Bakucs; Gergely Csurilla; Szilárd Podruzsik Purpose This study examines how psychological factors – specifically environmental concern and technological optimism – alongside economic and structural variables, influence Hungarian farmers' participation in agri-environmental...

...) and environmental concern (EC) exert significant positive effect on purchase intention (PI). Furthermore, PI is found to mediate the relationship among attitude, SN, perceived behavioural control, MN, SI and EC with purchase behaviour (PB). Moreover, the findings indicate that price consciousness moderates...