Product Characteristics and Emotions to Bridge the Intention-Behavior Gap in Green Food Purchasing

Promoting environmentally friendly behaviors is a pivotal strategy in addressing the climate crisis. The food industry’s impact on pollution and resource consumption underscores the importance of fostering eco-sustainable food consumption, which can significantly benefit the environment. However, despite the global surge in green purchase intentions, a noticeable discrepancy persists between these intentions and actual purchasing behavior. This study aimed to investigate the influence of various factors on the likelihood of purchasing green food. An online survey was administered to Italian adult consumers (n = 832, 66% female, aged 18–84 years), collecting sociodemographic data and assessing emotions related to green purchases, perceptions of green food characteristics, intention to buy green food, and frequency of green food purchases. Through cluster analysis, three distinct consumer categories emerged: Coherent Buyers (individuals willing to buy green food and actively doing so), Coherent Non-Buyers (individuals who have no intention to buy green food and do not buy it), and Non-Buyers with Favorable Intentions (individuals expressing willingness to buy green food but not following through with purchases). Results from multinomial logistic regression analysis revealed that several factors influenced the likelihood of being categorized in the other two categories, as opposed to the Coherent Buyers one. These factors included younger age, a lower sense of pride associated with purchasing green products, and considering healthiness, natural content, and eco-sustainability of food less important and familiarity of green food more important. These findings provide valuable insights for marketers and policymakers, facilitating efforts to bridge the gap between green food intentions and behaviors and promote a shift toward a more eco-sustainable dietary pattern.