Ecolabels as a means to satisfy consumers’ environmental concerns, need for information, and trust in short fruit and vegetable supply chains: a cross-national study

Abstract Short fruit and vegetable supply chains have become an important context for sustainable food systems, as they prioritize local, transparent, and environmentally friendly production processes. These supply chains are particularly relevant in addressing consumer concerns about food production. In this context, fruit and vegetable production raises significant environmental concerns, driving consumer demand for ecolabelled products. However, trust and perceived credibility of these labels remain critical, especially in short supply chains that emphasize transparency and local engagement. Therefore, this study examines the factors influencing consumer Willingness to pay for environmental labels on fruits and vegetables in the short supply chains. Specifically, we hypothesize that consumers’ willingness to pay for fruits and vegetables with ecolabels is higher for those who show interest in packaging information, who are concerned about the environment and those who have positive attitudes towards and trust in current certifications. We collected the data for our study via an online survey involving 1,029 participants from Egypt, France, Greece, Italy, and Morocco, applying partial least squares structural equation modelling for our analysis. Our results indicate that positive attitudes and trust in certifications have a positive effect on consumer perceptions of environmental labels in all the countries studied, and particularly in France and Greece. The influence of interest in ecolabel information on Willingness to pay is lower and is only detected in Greece and Italy. In Morocco and Italy, on the other hand, environmental concerns about production have a significant influence. The relevance of short fruit and vegetables supply chains in these findings underscores the importance of promoting trust and transparency in labelling within localized food systems, as this can further align fruit and vegetable supply chains with consumer demand for eco-friendly products.