Investigate Consumer Preferences Research Articles

Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU

Abstract The ongoing transformation of the fashion industry is driven by an increasing focus on sustainability, ethical practices, and responsible consumer behavior. Simultaneously, social media platforms have emerged as influential forces in this field, shaping fashion trends and consumer preferences. Despite a substantial body of literature investigating consumer preferences between fast and sustainable fashion, a gap in understanding the intricate relationship between fashion preferences, socio-economic profiling, and social media engagement is evident. Thus, this research was aimed at comparatively decoding EU consumers’ preferences for fast fashion against sustainable fashion by exploring the interplay of demographic factors ‒ age, gender, and geographical location ‒ on fashion preferences, as expressed through the digital engagement with fashion-related content on the Meta social platforms. The research methodology implied resorting to logistic regression analysis, aiming to uncover the underlying patterns that fundamentally characterize consumers’ preferences for fashion in the EU. The results provide novel insights into how digital engagement with fashion-related content can act as a barometer for regional fashion identities and preferences, useful for the identification of both convergence and inflection points. Moreover, findings offer a robust foundation for crafting strategies that promote sustainable fashion practices, tailored to specific EU age, gender, and location demographics, by leveraging the insights gained about EU consumer preferences.

Comparative Analysis of Consumer Preferences and Nutritional Composition of Wild and Farmed African Giant Rat. (Cricetomys gambianus) in Mampong Ashanti of Ghana

The African giant rat is one of Ghana's most common animals sought after as a source of meat (game). Local hunters use unhealthy means to hunt these animals, so attempts have been made to domesticate African giant rats in Ghana. Nevertheless, certain local consumers have articulated concerns, suggesting that wild giant rats' meat is more tender and leaner than those domestically farmed. The study was carried out to investigate consumer preference, sensory attributes, proximate composition, and acceptability of meats from wild and farmed African giant rats in Mampong Ashanti municipality in the Ashanti Region of Ghana. The study was conducted from November to December 2023. A survey was carried out among the residents of Asante Mampong using a structured questionnaire, with 500 individuals aged 20 years and older randomly selected to participate. Twenty (20) animals comprising ten (10) wild and ten (10) farmed African giant rats were used for the sensory and proximate analyses in a completely randomised design. Statistical Package for Social Sciences software was used for data analysis. Most participants (57%) preferred meat from wild African giant rats to their farmed counterparts, while only 7% indicated an equal fondness for both. Respondents with Islamic faith showed a preference for the meat of farmed African giant rats because of halal slaughter. The proximate composition of the raw giant rat meat was not affected by the sex since the values were very similar. However, wild African giant rat meat showed significantly (P =0.05) better proximate composition than the farmed ones. Except for meat colour and tenderness, meat from wild giant rats showed significantly (P = 0.05) better sensory properties than the meat from the farmed animals. This study concludes that meat sourced from giant African rats raised on farms is safer, has an impressive protein content, and has moderate fat levels.

Value seeking, health-conscious or sustainability-concerned? Profiling fruit and vegetable consumers in Euro-Mediterranean countries

PurposeThe aim of this study was to investigate consumer preferences and profile their food-related lifestyles, as well as to identify consumer groups with similar attitudes/behaviours in the Euro-Mediterranean fruit and vegetable market.Design/methodology/approachA structured questionnaire was designed drawing from the food related lifestyles instrument and including other factors relevant to fruit and vegetable consumer preferences. The data were collected in an online survey with 925 participants in France, Greece, and Italy. A principal component analysis was conducted to interpret and examine consumers' fruit and vegetable related lifestyles. In addition, a cluster analysis was performed to identify different consumer segments, based on the core dimensions of the food-related lifestyle approach.FindingsIn each country, three primary consumer segments were distinguished. Health-conscious individuals were predominant in France and Greece, while quality-conscious consumers were prevalent in Italy. These classifications were determined considering various factors such as purchase motivation, perception of product quality, health concerns, environmental certifications, and price sensitivity.Originality/valueThe food-related lifestyle approach has been adapted instrument to create a customised survey instrument specifically designed to capture the intricacies of fruit and vegetable consumer preferences and priorities in three Euro-Mediterranean Countries.

Consumer preference and willingness to pay for 3D-printed chocolates: A discrete choice experiment

This study explores the emerging field of 3D food printing, specifically examining consumer preferences for 3D-printed chocolate bars. While 3D printing has revolutionized various industries, the consumer acceptance of 3D-printed food remains a relatively underexplored topic. A discrete choice experiment was conducted to investigate consumer preferences and willingness to pay for 3D-printed chocolate bars in the UK. Key attributes included in the study were price, chocolate type, and the use of 3D printing technology. Using a mixed logit model, preference heterogeneity was assessed, revealing a general inclination towards 3D-printed chocolates, with an estimated increase in willingness to pay of £0.21 per 100 g. Furthermore, the influence of individual (participants’) characteristics, such as age, gender, prior knowledge of 3D food printing, and food technology neophobia, on perceived benefits associated with this technology and willingness to pay was also explored, using a structural equation modeling analysis. The results indicated that only perceived hedonic benefits, such as improved texture, positively impacted the willingness to pay, while food technology neophobia acted as a significant barrier. The results of this study therefore contribute valuable insights into the consumer acceptance of 3D-printed foods, specifically chocolates, highlighting potential avenues for market adoption and emphasizing the importance of effective communication in shaping consumer attitudes toward novel food processing technologies.

Investigating consumer preferences and experiences of telehealth services in Australian allied health practice: a study protocol

IntroductionTelehealth service provision and uptake has rapidly increased since the COVID-19 pandemic, allowing healthcare to be delivered safely and reducing non-essential face-to-face (F2F) contact. In Australia, the expansion of subsidisation...

Consumers preferences and social sustainability: a discrete choice experiment on ‘Quality Agricultural Work’ ethical label in the Italian fruit sector

The Italian legislator has adopted several instruments to discourage undeclared work and exploitative labour in agriculture, mostly of a penal-repressive nature. Among the direct and indirect policy measures, the ‘Quality Agricultural Work Network’ represents an interesting approach to producing a ‘whitelist’ of farmers compliant with labour regulations. A law proposal intends to establish the ‘Quality Agricultural Work’ (QAW) ethical label to incentivise farmers to join the network, to which a limited percentage of farms have signed up. This study aims to investigate consumer preferences for the QAW label in the Italian fruit sector. We conducted a choice experiment on a sample of 324 consumers. Willingness to pay for ethical labels was estimated before and after information treatment was administered to evaluate the prospective effects of promotional and information campaigns. The information treatment conveyed a clear and concise message about the QAW project and its ethical label. The results show that consumers would pay a high price premium for fruit produced under fair working conditions, indicating that there may be a market space for the QAW label. Moreover, consumers perceive environmental and social sustainability claims as complementary contexts where both dimensions of sustainability are relevant.Graphical abstract

Digital Emporium

Abstract: E-commerce has become an indispensable part of contemporary business, revolutionizing the way goods and services are bought and sold by utilizing electronic networks, particularly the internet. This shift in commerce has significantly altered traditional business frameworks, witnessing remarkable global expansion. In India, e-commerce has experienced substantial growth alongside the widespread adoption of internet usage, particularly among startups, which have adopted it as a distinctive business model. Despite its widespread acceptance, e-commerce remains a field that warrants further exploration. This research aims to provide a comprehensive overview of the e-commerce landscape by analyzing trends and crucial factors essential for success. Furthermore, the study investigates consumer preferences and purchasing behaviors across various e-commerce platforms, including JD, Taobao, Pinduoduo, and Tmall, with the goal of enhancing marketing effectiveness through a deep understanding of consumer inclinations and motivations. Through empirical analysis and gathering feedback, this study aims to illuminate the varied preferences of consumers across different platforms, shedding light on factors that influence platform selection, such as product categories, age, and gender. Ultimately, the objective of this research is to contribute to a more profound understanding of e-commerce dynamics and their implications for both businesses and consumers.

Food Miles and Regional Logos: Investigating Consumer Preferences in the Midwestern United States

Regional food marketing initiatives in the United States include state-sponsored marketing programs, promotional efforts made by non-profit organizations, and retail-level supermarket campaigns. Some employ food miles, while others emphasize state boundaries or regions. Given that U.S. consumers are faced with these options, the objectives of this study are to (1) determine whether consumers have a clear preference ranking between three regional marketing logos currently seen in the marketplace, (2) estimate whether consumers are willing to pay a price premium for food mileage information, and if so, what mileage cutoffs are preferred, and (3) uncover whether displaying food mileage, regional marketing logos, or dual-displaying both sets of information is most preferred by consumers. To address these objectives, an artefactual field experiment featuring a series of non-hypothetical, random nth-priced auctions is conducted with 98 community participants in Wisconsin. The experimental auctions feature cheese displaying a regional marketing logo, a food mileage cutoff, or both simultaneously. A random-effects two-limit tobit model is used to fit the elicited bid data. Our results suggest regional logos referencing smaller geographic areas are preferred over state logos by U.S. consumers who are willing to pay a price premium. Consumers are not willing to pay a price premium for food mileage information unless it is within 50 miles. Our results also suggest larger distances do not meet consumers’ definition of local. Therefore, to appeal to consumers, federal and state agencies, retailers, and producers should consider marketing efforts targeting smaller regional areas. Such efforts could help shorten the food supply chain while providing consumers with an opportunity to make more sustainable food choices.

Consumer Preference for Fisheries Improvement Project: Case of Bigeye Tuna in Japan

In recent years, demand for sustainable fisheries certification, also known as seafood ecolabeling, has grown worldwide, with retailers actively promoting ecolabeled seafood, mainly in Europe and the United States. However, the costs associated with assessment and maintenance are typically incurred before certification, and the potential benefits are uncertain, which deters many fisheries from entering the certification process. The Fishery Improvement Project (FIP) is a market-driven mechanism that allows a fishery to gain recognition for its sustainable management efforts aimed at achieving sustainable certification. Market differentiation of FIP-participating fisheries from conventional fisheries has the potential to generate additional benefits that may offset some of the certification costs. However, successful differentiation efforts require consumer awareness, willingness to pay a premium, and effective communication strategies. This study investigates consumer preferences for bigeye tuna sashimi in Japan using a discrete choice experiment to determine if Japanese consumers are willing to pay a price premium for FIP-participating fisheries. The analysis resulted in a significant price premium for FIP and domestic certification valued more than international brands. These findings suggest that FIP-participating fisheries have the potential for cost recovery, even during the certification process.

Importance of AI attributes in Indian retail stores: a conjoint analysis approach

PurposeThe study’s objective is to measure the importance consumers attach to AI-based attributes, namely, chatbots, face recognition, virtual fitting room, smart parking and cashier-free station in retail stores. The study also examines the specific purpose of using these attributes for shopping.Design/methodology/approachA conjoint experiment was conducted using fractional factorial design. Consumers were given 14 profiles (AI attributes and its levels) to rank according to their visiting preferences.FindingsThe results revealed that the retail chatbot was considered the most important attribute, followed by face recognition, virtual fitting room, smart parking system and cashier-free station. Moreover, consumers prefer to use chatbots for in-store shopping assistance over alerts and updates, customer support and feedback. Similarly, consumers wish a face recognition facility for greetings while entering the store over other services. In addition, cluster analyses revealed that customer groups significantly differ in their preferences for AI-based attributes.Practical implicationsThe study guides retail managers to invest in AI technologies to provide consumers with a technology-oriented shopping experience.Originality/valueOur results provide an insight into the receptivity of AI technologies that consumers would like to experience in their favorite retail stores. The present study contributes to the literature by investigating consumer preferences for various AI technologies and their specific uses for shopping.

Consumer preferences for fungus-resistant grape varieties: an explorative segmentation study in Germany

PurposeThe significance of fungus-resistant grape varieties (FRGVs) has markedly increased across the entire value chain in recent years, becoming increasingly pertinent for the wine industry. The study contributes to the theoretical understanding of consumer behaviour in the wine industry through the identification of different clusters and the analysis of their accessibility to the FRGV on the basis of various criteria.Design/methodology/approachA quantitative survey was conducted involving 644 participants that was screened based on socio-demographic factors to ensure representation of the German population. The collected data were analysed using factor and cluster analyses, alongside various multivariate tests, to statistically elucidate similarities and differences between clusters.FindingsIn total, six clusters were examined, each displaying varying responses to and pre-existing knowledge of resistant grape varieties. In general, as one becomes more involved in the world of wine and develops a sustainable and progressive outlook towards innovations in the wine industry, a positive inclination towards resistant grape varieties can be observed.Practical implicationsPractical implications for each cluster were subsequently derived, potentially facilitating the market entry or penetration of wines produced from FRGV. Experts and Quality-averse consumer desire wines from FRGV to have a unique terroir experience, while young casual drinkers interpret them as part of pop culture. LOHAS can be addressed with sustainability-oriented approaches. Price-sensitive consumer expect good qualities in the entry price segment, and Traditionalists can be reached by preserving traditions in a changing environmental context.Originality/valueThis paper fulfils the identified need to investigate consumer preferences for resistant grape varieties.

The Indonesian consumer perspective on the massage industry: A conjoint analysis approach.

The massage industry has been in the market for more than thousands of years. Consumers purchase massage services to treat illnesses, alleviate pain, or improve well-being. Despite the popularity of this industry and the benefits it entails, consumers' preferences vary and massage parlors' stakeholders have inconsistent market segmentation. Therefore, the purpose of this study was to investigate consumer preferences toward massage services offered by massage parlors in Indonesia through conjoint analysis. Conjoint analysis' orthogonal design concentrated on stimuli preferences and it was further supported by generating 1.000 consistency and reliability based on Kendall Tau's holdout. A total of 212 respondents answered the online questionnaire voluntarily. The results showed that the Google rating was the most important attribute (68.5%), followed by the gender of the massage therapist (12.4%), the type of massage (9.6%), the type of room (4.5%), the duration (3.6%) and the price (1.4%). Moreover, this research assessed 27 stimuli and found that the best combination was employing female massage therapists, IDR 100k-150k price every session, 90 minutes massage duration, couple room with two beds, acupuncture and cupping massage type, and massage parlors with greater than 4.6 Google review rating. This present research was one of the first studies that explored unique and holistic massage services through conjoint analysis. Unlike the previous studies that only focused on one massage service attribute or did not provide specific levels for evaluated attributes, the conjoint's orthogonal design delivered a new perception of prioritizing both consumers and the business side as some would only focus on one or the other. Also, the findings could be useful for massage parlors' stakeholders in developing marketing strategies, enhancing operational strategies, and promoting customer satisfaction. Marketing tactics such as promotional discounts would inspire customers to provide an optimistic Google review. Business owners were encouraged to focus on giving the best experience starting with a well-trained massage therapist, clean and hygienic rooms, and quality materials. These theoretical and practical implications aid in building the massage parlor's credibility that could be perceived positively by consumers.

The mountain product label: Choice drivers and price premium

Mountain food production contributes to the support of local economies and cultures and it provides quality food products due to the characteristics of the raw materials combined with traditional processing conditions. Consumers perceive those products as environmentally friendly and of high quality. To support this production, the European Union has introduced the optional quality term ‘mountain product label’ (MPL). The objective of this paper is to investigate consumer preferences and willingness to pay for cheese with the MPL. Cheese was chosen because it is one of the specialties of these areas. A survey, including a labelled discrete choice experiment, was conducted with 511 Italian cheese consumers. Data were analyzed through a random-parameter logit model. We compared the MPL with the Protected Designation of Origin (PDO) label. The results show that consumers are not aware of the MPL. However, they like it as much as PDO. A higher willingness to pay for the MPL was found compared to products with no quality labels, indicating a premium price for these products. Based on these results, policy intervention strategies are needed to support quality supply chains in mountain areas and publicize this label to the consumer market.

Chinese and Thai consumers’ willingness to pay for quality rice attributes: a discrete choice experiment method

Food safety scandals have heightened the general public concern about food quality, safety, and environmental friendliness in food markets globally. Several studies have ascertained that consumers are willing to pay a premium price for food products with quality and safety information labels. However, most of these studies are country-specific, while few studies have investigated consumer preferences in a comparative context. In this study, we employed the Discrete Choice Experiment (DCE) to examine 1,900 Chinese and 2,986 Thai consumers’ willingness-to-pay (WTP) for brand, traceability, and green and organic certification labels on rice. A mixed logit model (MXL) was used to compute consumers’ WTP. The results demonstrate that consumers from both countries preferred green and organic certified labels. However, Chinese consumers’ preference for green and organic certified rice outweighs that of Thai consumers. For brand labels and green and organic certifications, Thai consumers are willing to pay more than the Chinese due to awareness and trust. However, Chinese consumers are willing to pay more for information with traceability labels than Thai consumers because of the increase in household income and health consciousness. The MXL also shows that trust, income, and age are factors associated with consumers’ preferences for certified rice in both countries. To boost consumers’ preferences for certified rice, relevant stakeholders need to implement the use of brand labels, traceability, and certification labels in the rice value chain.

Assessing consumers' preferences for beef and lamb meat linked to wildfire prevention services

Meat from silvopastoral systems, due to its provision of numerous ecosystem services such as wildfire risk reduction in Mediterranean forests, can address societal growing demands for meat produced with lower environmental impacts. Differentiation of meat from these systems may contribute to their economic sustainability and hence to reverse their decline in the Mediterranean. This study investigated consumer preferences and willingness-to-pay (WTP) for beef and lamb meat from silvopastoral systems associated to the provision of wildfire prevention service and explored two alternative ways of labelling this service. Through a choice experiment survey considering type of pasture, length of grazing period, production distance and price, we gathered data from 1209 meat consumers in two Spanish cities. We considered forest grazing with a target purpose as a level in the type of pasture attribute and it was presented either as grazing to prevent wildfires or grazing to reduce biomass in two alternative versions of the valuation survey. The random parameter logit model revealed the highest preferences and WTP towards nearby production distances, followed by targeted grazing and forest grazing, while the length of grazing period was less relevant. No significant differences in consumers WTP were found between conveying targeted grazing either as fire prevention or biomass reduction. Our findings also suggest that consumers' preferences varied with location, attitudes towards local food and environmental role of grazing and consumption habits. Knowledge gathered in our work contributes to understand consumers perceptions on the beneficial environmental impacts of meat production.

Environmentalism in photovoltaics substitution, nationalism in photovoltaics rivalry and youth’s choice of solar power banks in Lanzhou

PurposeThis study aims to investigate how environmentalism in photovoltaic (PV) substitution and nationalism in PV rivalry with the USA are associated with the trade-offs made by young consumers in Lanzhou when selecting Chinese brand portable solar power banks.Design/methodology/approachIn this study, the choice-based conjoint survey was conducted to investigate mobile power bank consumers aged 18–28 in Lanzhou urban districts. A total of 2,004 valid questionnaires were collected and 1,813 sample was used in analyses. Logit and ordinary least squares regression models were run for empirical analyses.FindingsThe research results show that consumers tend to sacrifice certain levels of affordability for moderate technological capability, a reputable brand, better portability and advanced charging functions or sacrifice certain levels of technological capabilities for a moderate price. Consumers with stronger environmentalism in PV substitution tend to prioritize median price levels, larger battery capacity and better portability, while being less sensitive to brand and showing less preference for advanced charging functions. Consumers with stronger nationalism in PV rivalry tend to prioritize reasonably higher prices, bigger brands, enhanced portability, more solar panels and advanced charging functions.Practical implicationsThis research sheds light on consumer trade-offs between price, brand, portability, technological capability and charging function. It also explores how environmentalism and nationalism sentiments are associated with consumer decision-making. These insights carry valuable policy implications for fostering product innovation, supporting brand-building initiatives for small and medium-size enterprises, promoting market competition and preventing the weaponization of consumer nationalism.Originality/valueAs an emerging solar power product, the portable solar power bank holds significant potential for widespread adoption as a means to drive energy transition. Within the current context, two notable sentiments have surfaced: environmentalism, which pertains to the adoption of PV technology as a substitute for conventional energy sources and nationalism, which manifests in the PV rivalry between China and the USA. This research aims to investigate consumer preference related to this emerging product, specifically focusing on its relationship with these two sentiments.

Portrait of Consumer Behavior: Exploring Toyota Avanza in Jombang Regency


 
 
 
 
 
 This study aims to investigate consumer behavior regarding the Toyota Avanza car in Jombang Regency using a qualitative phenomenological approach. Data were gathered from 2 respondents who owned a Toyota Avanza through purposive sampling techniques. The findings reveal that the Toyota Avanza is highly sought after due to its numerous advantages, including good car quality, fuel efficiency, a robust engine, complete features, modern design both inside and out, and affordability. Moreover, the car's availability of spare parts and comprehensive service throughout Indonesia adds value to its appeal. These insights shed light on consumer preferences and can inform marketing strategies to optimize the appeal of the Toyota Avanza in the market.
 Highlight:
 
 Consumer Behavior Analysis: The study investigates consumer preferences and behavior towards the Toyota Avanza car in Jombang Regency, providing valuable insights for understanding market demand.
 Advantages of Toyota Avanza: The research identifies key factors driving the car's popularity, such as its good quality, fuel efficiency, powerful engine, complete features, and modern design, coupled with an affordable price.
 Marketing Implications: The findings offer significant implications for marketing strategies, allowing companies to leverage the car's appealing features and comprehensive service availability to optimize market positioning and attract potential customers.
 
 Keyword: Toyota Avanza, Consumer Behavior, Qualitative Phenomenological Approach, Advantages, Marketing Strategies
 
 
 
 
 

Do individual PES buyers care about additionality and free-riding? A choice experiment

Based on a survey of the French population, this study investigates consumer preferences for forest ecosystem services (FES) provision towards efficiency and equity in the context of additionality, and differences in willingness to pay (WTP) for FES between a tax-based and a donation-based payments for ecosystem services (PES) scheme. We show that consumers prefer equity to strict additionality adherence, with this preference being significantly stronger among females. However, consumer preferences are heterogeneous, and respondents with a closer connection to forests express the opposite preference. Regarding WTP, we find no systematic difference between the two payment vehicles, though WTP does vary depending on how respondents perceive potential free-riding. When considering that non-contributors also benefit from a particular PES scheme, a small group perceived this as unfair and reacted by reducing their contribution. A second, significantly larger group interpreted this as an opportunity to contribute to the common good and showed a higher WTP, indicating a markedly altruistic attitude towards FES provision in French society. We conclude by discussing the role of altruism in PES, the dilemma posed by the partial economic and legal incompatibilities of additionality and equity, and the environmental impact of environmental credits when credit buyers do not account for additionality.

Modelling driver's response to demand management strategies for electric vehicle charging in Australia

Electric vehicles (EVs) can help decarbonise transport as long as the energy sector successfully balances the electricity supply with the demand and maximises the use of renewable resources. For that, demand-side management strategies are necessary to encourage users to charge at certain times through time-of-use (ToU) tariffs or to control the load provided for charging (i.e., supplier-managed charging). However, adapting to different charging times can disrupt users' schedule flexibility. This study investigates consumer preferences for smart charging technology and control (user-managed or supplier-managed) and responses to progressive ToU tariff discounts for guiding changes in EV charging time in Australia. We analyse the potential of ToU tariffs in shifting demand to late-night hours and around midday when there is a peak in solar energy generation. Based on a sample of 994 drivers (including 97 EV owners), we estimated a multinomial choice model to identify key predictors of individual preference for smart charging management and a bivariate ordered model to investigate consumer response to time-of-use discounts. The results show that activity-travel behaviour is an important predictor of both demand-side management strategies. Consumers willing to change EV charging time in response to ToU tariffs are likely to have more flexible schedules, while those with more time constraints seek the practical benefits of smart charging. Current EV owners have higher propensities than potential adopters to choose supplier-managed smart charging and charge around midday in response to ToU tariffs. This indicates that trials with current EV owners may overestimate acceptance of these strategies. Our findings show that while monetary incentives can successfully shift an important share of consumers to night-time hours, these incentives are not very effective in shifting to midday charging. Synergy in formulating transport and energy demand strategies may be necessary to facilitate such a shift.

Investigating Consumer Preferences for Sustainable Packaging Through a Different Behavioural Approach: A Random Regret Minimization Application

Plastic pollution causing the near-permanent contamination of the environment is a preeminent concern. The largest market sector for plastic resins is packaging, and the food industry plays a major role in producing plastic packaging waste. Therefore, the gradual switch of the food system towards pro-environmental packaging strategies is required to contain the plastic packaging waste issue. To this extent, this study aimed to investigate how food consumers relatively value the provision of different sustainable packaging alternatives, namely the unpackaged option and bioplastic packaging. Moreover, to shed light on the behavioural mechanism underlying the decision-making process for sustainable packaging, we considered two different decision paradigms: the traditional random utility maximization and random regret minimization framework. Overall, our results indicate that consumer tastes are highly heterogeneous and that preference patterns change according to the behavioural approach assumed by individuals. Policymakers and marketers of food industries need to carefully consider the differences in the decision mechanism of consumers when implementing strategies to encourage pro-environmental food choices. Notably, our findings elucidate on the importance to embrace other perspectives as well, and not simply limit to utility maximization, to fully comprehend the decision-making process of consumers for sustainable foods.