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This research analyzes the influence of green label towards consumers purchasing attitude on groceries, by measuring Willingness to Pay (WTP) and how it is affected with Consumer Knowledge, Eco-Friendly Values, Social Influence, Promotional Activity which affecting Product Quality Perception. This study included a total of 250 survey respondents and asked how they think and what type do grocery eco-labeled products prefer. The results in the regression analysis showed that found Consumer Knowledge and Eco-Friendly Values had a significantly positive effect on consumer’s willingness to pay for green-labeled product. Results: Social Influence had a marginal effect, while Promotional Activity and Product Quality Perception were not significant predictors. Therefore consumers’ awareness about sustainable foods and preferences for more eco-friendly products are important strategy to increase sustainable grocery consumption. Businesses and policymakers need to implement tailored educational campaigns addressing the topic of sustainability, such as value-driven marketing strategies promoting a culture of sustainable consumption. The study suggests that sustainable diets will mainly be led by responsible and values-oriented consumers, rather than marketing strategies alone.

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Sustainable Eating: Green Labeling on Grocery Purchasing Decisions

  • 章节

  • 发表日期：

    2026年

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  • K. P. Jaheer Mukthar,
  • Maksud A. Madraswale,
  • C. Nagadeepa,
  • Volodymyr Orel,
  • Оlexander Korniietskyi,
  • Natalia Kotvytska

摘要

This research analyzes the influence of green label towards consumers purchasing attitude on groceries, by measuring Willingness to Pay (WTP) and how it is affected with Consumer Knowledge, Eco-Friendly Values, Social Influence, Promotional Activity which affecting Product Quality Perception. This study included a total of 250 survey respondents and asked how they think and what type do grocery eco-labeled products prefer. The results in the regression analysis showed that found Consumer Knowledge and Eco-Friendly Values had a significantly positive effect on consumer’s willingness to pay for green-labeled product. Results: Social Influence had a marginal effect, while Promotional Activity and Product Quality Perception were not significant predictors. Therefore consumers’ awareness about sustainable foods and preferences for more eco-friendly products are important strategy to increase sustainable grocery consumption. Businesses and policymakers need to implement tailored educational campaigns addressing the topic of sustainability, such as value-driven marketing strategies promoting a culture of sustainable consumption. The study suggests that sustainable diets will mainly be led by responsible and values-oriented consumers, rather than marketing strategies alone.