Comparing the effectiveness of green attributes in food consumption: a cue utilization theory perspective

Purpose Drawing on the notion of feature centrality and cue utilization theory, this study investigates when and how different green food attributes (core vs peripheral) affect consumers' purchase intentions for pro-environmental food. Design/methodology/approach Two experiments were conducted to examine the influence of green core and peripheral attributes, as well as to explain the psychological mechanism by which green attributes affect consumers' purchase intentions. Additionally, the moderating effect of the depth of price discounts was explored in this context. Findings The results indicate that consumers' purchase intentions are higher for food with green core attributes than for those with green peripheral attributes. Furthermore, green food attributes affect consumers' purchase intentions through perceived naturalness and perceived environmental friendliness. Finally, the results show that green food core attributes are more likely to stimulate consumers' purchase intentions at low and moderate price discounts, while green food peripheral attributes are more effective in increasing purchase intentions at deep price discounts. Originality/value This study contributes to the literature on green consumption by examining when and how green core and peripheral attributes influence consumers' purchase intentions for pro-environmental food. This study also advances this body of knowledge by highlighting the moderating effect of the depth of price discounts.