Digital and Green Behaviour: An Exploratory Study on Italian Consumers

This paper aimed to understand consumer behaviour based on different constructs of buying behaviour antecedents, which included attitudes towards social aspects, green values, the value placed on digital channels, and green advertisements. Through an online survey of 650 respondents, we investigated the characteristics that affect consumer behaviour in Italy. A structural equation modelling (SEM) method was then used to explore the effects of the identified constructs on people’s buying behaviour, as well as evaluate their relative importance. On the one hand, the findings showed that among the identified constructs, attitudes towards social aspects have a direct effect on eco-friendly consumption, while green values positively impact both buying behaviour and openness to green publicity. On the other hand, green publicity only shows a weak impact on buying behaviours, while peoples’ attitudes towards digital channels have a positive effect on both eco-friendly consumption and on buying behaviour. In other words, the results suggest that people’s digital propensity, paired with environmental sensibility, may affect the online purchase of sustainable food. In light of the above, these results should be important for makers and experts dealing with green products, particularly sellers. In fact, sellers and marketers should consider our results as insights into their segmentation, targeting, and positioning strategies in markets.