Pathways to green food purchases: exploring the nexus of attitudes, habits and lifestyles using SEM and NCA

Abstract

Purpose Green food consumption offers a promising avenue for reducing the negative environmental impacts of the food sector. However, the challenge lies in reshaping food-related behaviors that are deeply embedded in habits and lifestyles. This study explored how attitudes, purchasing habits and food-related lifestyle characteristics influence the intention to purchase green food products. Design/methodology/approach This study utilized a representative survey of 475 residents from Budapest, Hungary. Data were gathered through a structured questionnaire adapted from established literature. The analysis was conducted using partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). Findings The findings of this study revealed that attitudes, green habits and food-related lifestyle characteristics positively influence green food purchase intentions. Among these factors, green habits emerged as the most influential, while food innovation had the least impact. Furthermore, the necessary condition analysis (NCA) identified attitude as the sole necessary condition, albeit with a low-to-moderate effect size. Originality/value These findings hold significant implications for policymakers and managers, who can leverage this information to foster green food purchase intentions. By gaining deeper insights into the characteristics of their target markets and employing tailored communication strategies, they can more effectively promote sustainable consumption behaviors.