Figure 1
The figure shows two frameworks. The framework at the top is titled “Study 1”. It shows a box labeled “Food Type (Hedonic versus Utilitarian)” on the left. A right-pointing arrow labeled “H subscript 1” arises from this box and points at a box labeled “Purchase Intention”. The framework at the bottom is titled “Study 2”. This framework shows a box labeled “Food Type (Hedonic versus Utilitarian)” on the left. From “Food Type (Hedonic versus Utilitarian)”, a right-pointing arrow labeled “H subscript 1” arises and points at a box labeled “Perceived Green Value”. Above “H subscript 1”, a text box labeled “Pricing Strategy (Combined versus Partitioned)” is present, with a downward arrow labeled “H subscript 2” pointing toward the “H subscript 1” arrow. From “Perceived Green Value”, a right-pointing arrow arises and points at a text box labeled “Purchase Intention”. Above the “Perceived Green Value” box, a label reads “H subscript 3”.Research model. Source: Authors’ own work