From information to action: Determinants and effects of sustainability-related information seeking in the organic beverage sector

As sustainability gains prominence in the beverage sector, the need for related product information on the demand side is rising accordingly. Thus, this study examines how biospheric values, greenwashing accusations, and health consciousness influence the seeking of sustainability-related information, and how the latter, in turn, affects organic purchasing behavior in the beverage market. Furthermore, the extent to which information-seeking behavior shapes the perceived usefulness of augmented reality (AR) as a medium for conveying sustainability measures is explored. By dividing a nationwide German sample on the basis of the test subjects’ regular buying behavior of apple juice, lemonade, beer, and wine, effect parameters were estimated for four different structural equation models. Findings reveal only minor differences between the observed beverage categories. Biospheric values emerge as the strongest predictor of sustainability-related information seeking, while greenwashing accusations and health consciousness reveal only weak to moderate influence. Moreover, the search for sustainability information significantly enhances purchase intention, buying frequency, willingness to pay for organic beverages, as well as the perceived usefulness of AR for communicating environmental measures. These results underscore the central role of biospheric values in promoting sustainability-related information seeking, which in turn transpires as an essential predictor of organic purchase behavior in the beverage industry. Future research should examine additional determinants for seeking environmental information and explore consumer segments with high requirements for sustainability cues. Beverage manufacturers are further encouraged to assess the strategic potential of AR technology in their sustainability communication efforts. • Biospheric values are a primary determinant for seeking sustainability information. • Greenwashing accusations increase consumers’ sustainability information search. • Seeking sustainability information enhances WTP and organic buying behavior. • AR communication can support consumers who seek sustainability information.