Toward a Plastic‐Free World: Antecedents of Consumer Purchase Intentions and Their Relationship With Purchasing Behavior for Plastic‐Free Fresh Products

ABSTRACT Consumer preferences for convenience and durability have historically driven demand for plastic‐packaged products. However, increasing environmental awareness has spotlighted pro‐environmental behaviors like purchasing fresh produce without plastic packaging. Using the Theory of Consumption Values, this study explores the role of functional and emotional values in shaping pro‐environmental intentions. A survey of 375 consumers reveals that functional and emotional values significantly influence purchase intent, while greenwashing, subjective norms, and self‐indulgence impact emotional value. Importantly, a positive relationship is observed between purchase intentions and actual behavior. These findings highlight actionable strategies to align consumer behavior with environmental goals. We conclude that to encourage the purchase of plastic‐free fresh products, food business operators and regulators should emphasize the approval of consumer reference groups, as subjective norms have a relevant impact on consumers' emotional values, driving sustainable purchase intentions.