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Bridging the Gap: Determinants of Consumers’ Willingness to Pay for Environmentally Friendly Packages of Leafy Greens

Author

Listed:
  • Carissa Dieli

    (Environmental Sustainability & Health Institute (ESHI), Technological University Dublin, Greenway Hub, Grangegorman, Dublin 7, Ireland)

  • Anushree Priyadarshini

    (Environmental Sustainability & Health Institute (ESHI), Technological University Dublin, Greenway Hub, Grangegorman, Dublin 7, Ireland
    School of Business, Maynooth University, Maynooth, Co. Kildare, Ireland)

  • Robert Ludgate

    (Environmental Sustainability & Health Institute (ESHI), Technological University Dublin, Greenway Hub, Grangegorman, Dublin 7, Ireland)

  • Lorraine Foley

    (Environmental Sustainability & Health Institute (ESHI), Technological University Dublin, Greenway Hub, Grangegorman, Dublin 7, Ireland)

Abstract

Government and corporate policies have mandated a reduction in plastic packaging to combat issues of waste and climate change. This move towards sustainable packaging alternatives in the fresh food sector will increase costs for consumers. Much of the present research finds consumers are willing to pay more for sustainability, but their willingness to pay (WTP) does not align with real-world purchases, representing an attitude–behaviour gap. To combat this gap, it is posited that consumers’ current purchasing- and sustainability-related behaviours will meaningfully correlate with their WTP and bridge the attitude–behaviour gap. This research used an online survey (n = 476) to gauge consumers’ attitudes and behaviours regarding sustainability as it relates to packaging, biofortification, and WTP in the fresh leafy greens sector. Using binary logistic regression, this research finds that price- and sustainability-related purchasing habits and attitudes towards sustainable packaging meaningfully narrow the attitude–behaviour gap, but organic purchasing habits, waste segregation habits, and sustainability literacy do not. This research contributes the knowledge that, for environmentally friendly leafy greens, past price- and sustainability-related purchasing behaviour should be used instead of merely attitudes as an indication of WTP.

Suggested Citation

  • Carissa Dieli & Anushree Priyadarshini & Robert Ludgate & Lorraine Foley, 2024. "Bridging the Gap: Determinants of Consumers’ Willingness to Pay for Environmentally Friendly Packages of Leafy Greens," Sustainability, MDPI, vol. 16(8), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:8:p:3128-:d:1372673
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    References listed on IDEAS

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    1. Ananda, Jayanath & Gayana Karunasena, Gamithri & Pearson, David, 2022. "Identifying interventions to reduce household food waste based on food categories," Food Policy, Elsevier, vol. 111(C).
    2. Joonas Rokka & Liisa Uusitalo, 2008. "Preference for green packaging in consumer product choices : Do consumers care?," Post-Print hal-02313351, HAL.
    3. Vermeir, Iris & Verbeke, Wim, 2008. "Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values," Ecological Economics, Elsevier, vol. 64(3), pages 542-553, January.
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    Cited by:

    1. Ali Zoungrana & Qiuyan Yuan, 2026. "Mycelium-Based Bio-Foam as a Sustainable Alternative to Plastic Foam Packaging: a Systematic Review of Technical Feasibility and Consumer Adoption Drivers," Circular Economy and Sustainability, Springer, vol. 6(2), pages 1-20, April.
    2. Chen, Chunfeng & Zhang, Depeng & Zhu, Lu & Wu, Junbao, 2025. "The power of personal losses: How the loss-gain frame influences public green participation intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).

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