Sustainable (Green) Food and Purchase Intention – An Analysis of Influence Factors

Abstract

According to the basic needs of eating and drinking, new demands develop steadily for the assortment, the food production and trade. Beside the current trends in the food sector like „convenience“, „health, fitness & wellness“, „premium & pleasure“, the subjects „sustainability/ecological/green“ gain in importance for the consumer. To counteract the narrow view on single sustainable (green) food product attributes and their influence on consumer behaviour, the following paper aims to provide an approach that includes several variables that have been considered to be of importance after reviewing existing literature to better understand the consumer and key drivers for their purchase intention towards green food products.