Enhancing consumers' pro-environmental purchase intentions: the moderating role of environmental concern

Purpose Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when consumers go shopping. This paper analyses how environmental moderates role played by external factors – preference towards retailers and trust producers determining purchase intentions for foods. Consumer involvement eco-friendly labels, increasingly present food packages, investigated as indirectly impacting pro-environmental intentions. Design/methodology/approach An online survey administered a sample of Italian shoppers used empirical analysis. A total 278 structured questionnaires were modelled using structural equation modelling approach. Findings show that retailers' policies favour sustainability key consumers' Further, coherent uses labels logos light can support Relevant influence both supporting amplifying producers-purchase path. Originality/value study contributes literature on showing may together extend retail impact purchases. its moderating