How consumers perceive the overall sustainability of food products and brands is influenced by their green consumption values

In today's market, more and more consumers are prioritizing environmentally friendly products, especially in the food industry. However, it's often difficult for consumers to identify these products due to various sustainability labels. Understanding how these consumers perceive product sustainability is crucial. Our study, based on means-end chain theory and the elaboration likelihood model, examined how consumers form perceptions of product sustainability. Analyzing data from ۱,۵۷۷ European consumers, we found that those with stronger environmental values perceive environmental and social sustainability benefits more strongly. This perception, in turn, enhances overall product sustainability perception and brand sustainability. By applying these models, our research sheds light on the influence of environmental and social sustainability on consumer perceptions, providing valuable insights for sustainable marketing strategies, particularly in the food industry.