Sustainable food consumption may help mitigate the impact that the food industry exerts on the natural environment. To foster sustainable food consumption, it is essential to understand consumers' perceptions related to sustainable food as well as the determinants of the intention to purchase sustainable food. Through an extension of the theory of planned behavior (TPB) with product familiarity (direct and indirect experience) and perceived value (perceived quality and green perceived utility), this study examines the drivers of purchase intention of sustainable biscuits. A survey of 2396 Italian consumers was conducted and structural equation modeling was used to test the developed model. Results show that perceived quality and environmental concern have positive and significant effects on purchase intention, regardless of the specific characteristics of sustainable biscuits, whereas mixed results are obtained about the effect of direct experience and perceived consumer effectiveness. Indirect experience, green perceived utility, perceived behavioral control, and subjective norms do not display any significant effect.

中文翻译：

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消费者对可持续饼干的行为意向：计划行为理论与产品熟悉度和感知价值的延伸

可持续食品消费可能有助于减轻食品工业对自然环境的影响。为了促进可持续食品消费，必须了解消费者对可持续食品的看法以及购买可持续食品意向的决定因素。通过将计划行为理论（TPB）扩展到产品熟悉度（直接和间接体验）和感知价值（感知质量和绿色感知效用），本研究探讨了可持续饼干购买意愿的驱动因素。对 2396 名意大利消费者进行了调查，并使用结构方程模型来测试开发的模型。结果表明，无论可持续饼干的具体特征如何，感知质量和环境关注对购买意愿都有积极而显着的影响，而对于直接体验和感知消费者有效性的影响则得到了不同的结果。间接经验、绿色感知效用、感知行为控制和主观规范没有表现出任何显着影响。