Effect of Environmental Soundness on Consumers' Food Evaluation, and Willingness to Buy

Abstract

ABSTRACT Our previous study shows that environmental soundness as an intangible product attribute for food products is a four dimensional concept. These dimensions are: nature friendly production process, animal friendly production process, additive free production process, and environmentally-sound packaging. Nature friendly production process refers to items related to access of pollutants to the waterways from industrial plants, farms, and as animal shelters (manure), access of pollutants to air, waste of fossil fuels energy in production of food, and use of pesticides and artificial fertilizers in production. Animal friendly production process refers to items such as large enough facilities for raising animals, taking into account the natural needs of animals, humane treatment, possibilities for being outside, natural feeding, and good health. Additive free production process addresses items concerning preservatives, additives, omission of hormones, and harmful microbes to human beings. Environmentally-sound packaging covers items related to packaging material, possibilities for recycling, and amount of packaging. In this study we examine how the four dimensions of environmental soundness as seen by consumers influence the intervening variables of perceived quality, perceived price, and perceived value of environmentally sound foods and willingness to buy food products. A conceptual model for an evaluation process of environmentally sound foodstuffs is presented. Empirical data from 826 Finnish consumers were collected by computers to test the proposed model. The sample was representative of the Finnish population in terms of age, sex, and region. We found the dimensions of environmental soundness have a significant association with perceived food quality, which means that environmental soundness increases perceived quality of food products. Animal friendly production practices and environmentally sound packaging were two most powerful dimensions in explaining perception of quality of two food products.