The Role of Perception and Knowledge in Shaping Consumer Behaviour Toward Green Agro-Food Products in Romania and its Effect on Well-Being

Understanding the factors influencing consumer behaviour toward green agro-food products is crucial for shaping consumption habits in the interest of sustainable development.The conducted study expanded knowledge on sustainable consumption of green agro-food products by providing new insights for food market actors, derived from the evaluation of consumer behaviour and attitudes.Factors such as consumer perception and knowledge of green agro-food products, the importance of age, income, and children's involvement in issues related to enhancing well-being through sustainable food consumption were analysed.Data were collected through an online questionnaire from a sample of 614 respondents, representative of the studied consumer segment.Structural equation modelling (SEM) was employed to model the complex relationships underlying sustainable consumption behaviour.The study led to the development of a novel model of sustainable food consumption and highlighted how knowledge and perception of green agro-food productsstill relatively unknown and understudied in Romaniapositively influence attitudes, consumption behaviour, and consumer well-being.The moderation model empirically demonstrated that age, income, and the presence or involvement of children do not optimise the relationship between consumption behaviour and well-being.This research provides valuable insights within a sustainability framework for decisionmakers and marketing specialists operating in food markets.