Support farmers: sustainability claims that influence moral satisfaction and purchase intention

What is it about?

Organisations use many sustainability practices and claims; however, it is unclear to what extent one argument is more meaningful than others to the consumer. This study evaluates a set of 12 sustainability claims encompassing environmental, social, and local issues. Results show that the different claims influence consumers' moral satisfaction, which in turn influences purchase intention. Particularly, the strongest effect is observed for the claim regarding local farmers' production. This is the first study to use agricultural products, which are close to farming and sustainability arguments, in assessing food sustainability.

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