Drivers of Sustainable Food Consumption: An Empirical Investigation

People believe that sustainable foods are healthier, more nutrient-dense, and less harmful to the environment than traditional foods. Therefore, consumers are moving to sustainable food items and are prepared to pay higher rates for them. The purpose of this study is to look at the variables influencing consumers’ behavior toward sustainable food. For this purpose, a modified questionnaire was used to gather survey data from 213 customers and the SmartPLS4 Software was used to test the hypothesized relationship. This study found five components that affect consumer behavior toward sustainable food products, such as personal norms, materialism, health consciousness, environmental consciousness, and mindfulness. However, the results show that four factors influence consumer behavior positively toward sustainable food consumption, but one factor (materialism) does not affect it. The study’s findings can help marketers develop green marketing campaigns that highlight the environmental, social, and personal benefits of buying, using, and discarding green products. These strategies will increase consumer satisfaction and have an impact on their purchase decisions. This study also offers insightful information about the behavior of green consumers.