A matter of alignment? Effects of product types and environmental claim framing on consumer evaluation of sustainable foods

Despite a growing interest in environmentally sustainable practices, consumers continue to prioritize taste, quality, and price above environmental concerns when purchasing food products. Previous studies have shown that environmental claims or messages may not uniformly enhance product perceptions. This research examines strategic approaches to framing substantively identical environmental benefit claims differently across product types to enhance consumers' sensory and quality evaluations as well as their willingness‐to‐pay for sustainable foods. Results from two experiments show that consumers' assessments of sustainable utilitarian and hedonic food products can be enhanced if environmental claims are strategically framed in accordance with the nature of product types. The alignment of utilitarian food products with an environment‐focus frame that emphasizes environmental benefits and hedonic food products with a self‐focus frame that stresses the personal relevance of these protections and benefits can enhance consumers' experienced tastiness, quality evaluations, and willingness‐to‐pay for sustainable foods.