Figure 1
The conceptual model consists of three large rectangular boxes arranged horizontally from left to right, labeled “STIMULUS (S)”, “ORGANISM (O)”, and “RESPONSE (R)”. The first box labeled “STIMULUS (S)” on the left, under the header “Extrinsic cues”, contains four rectangular text boxes vertically stacked and arranged from top to bottom, labeled “Packaging”, “Certification”, “Origin”, and “Price”. A dashed arrow labeled “CUT” points from this box to the middle box. Below the “CUT” label, two vertical dashed lines descend to two rectangular boxes at the bottom: the one on the left is labeled “Individual”, and the one on the right is labeled “Sociocultural”. The middle box, labeled “ORGANISM (O)”, under the header “Internal evaluation”, contains a single rectangular text box labeled “Green perceived value”. A dashed arrow labeled “Decision” points from this box to the third box on the right. The third box, labeled “RESPONSE (R)”, under the header “Behavioural”, contains a single rectangular text box labeled “Sustainable purchase”.Exploratory conceptual model. Source: Authors’ own work