Determinants of environmental attitudes and value co-creation among organic product consumers

Purpose This study aims to identify the antecedent factors that shape environmental attitudes and analyze how these attitudes, in turn, foster value co-creation in the organic products market. Design/methodology/approach A quantitative study was conducted using data obtained from a survey of 738 consumers of organic products. The instrument was reviewed and validated by a panel of experts, and the collected data were analyzed using SmartPLS 4.1.1.8 statistical software. The assessment included tests of convergent and discriminant validity, and a structural model to determine the acceptance or rejection of the proposed hypotheses. Findings The study shows that social media content has a weak but significant direct effect on environmental attitudes, while healthy lifestyles and environmental knowledge show strong and significant effects. Both variables significantly influenced environmental attitudes and mediated the relationship between digital content and these attitudes. Furthermore, environmental attitudes exert a strong influence on value co-creation, establishing themselves as key factors in promoting collaborative behaviors oriented toward sustainability. Originality/value This study proposes and validates an integrative model that explains how digital stimuli, through cognitive and behavioral mechanisms, shape environmental attitudes that drive value co-creation and broadens the understanding of sustainable consumption in the organic products market.