Purpose: Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when consumers go shopping. This paper analyses how environmental concern moderates the role played by external factors – preference towards sustainable retailers and trust in sustainable producers – in determining consumer purchase intentions for sustainable packaged foods. Consumer involvement in eco-friendly labels, increasingly present in food packages, is investigated as indirectly impacting pro-environmental purchase intentions.Design/methodology/approach: An online survey administered to a sample of Italian food shoppers is used for the empirical analysis. A total of 278 structured questionnaires were modelled using a structural equation modelling approach.Findings: Findings show that producers and retailers' policies in favour of sustainability are key in determining consumers' sustainable purchase intentions. Further, coherent uses of labels and logos in light of sustainability can support consumer purchase decisions. Relevant is the influence played by the environmental concern in both supporting pro-environmental purchase intentions and in amplifying the trust in sustainable producers-purchase intentions path.Originality/value: This study contributes to the literature on sustainability showing how producers and retailers may together influence consumers' pro-environmental purchase intentions. Findings extend the retail literature on the impact of producers and retailers' policies on consumers' sustainable purchases. Further, environmental concern is investigated in its moderating role on the impact of external factors on consumers' pro-environmental purchase intentions.

Purpose: The purpose of this paper is to examine the influence of several intrinsic motivations driving consumers' intention to buy using a mobile app, namely: shopping gamification, focussed attention, shopping enjoyment and socialness, through the mediating role of shopping engagement. The online shopping experience is investigated in its dual role as direct driver of the intention to buy using a mobile app and as moderator of the shopping engagement – intention to buy using a mobile app path.Design/methodology/approach: The empirical analysis was performed in China due to the extensive usage of mobile shopping apps amongst the Chinese population. A structural equation model was estimated on 893 valid and complete structured questionnaires collected amongst a sample of Chinese consumers.Findings: Findings confirm that intrinsic motivations (i.e. shopping gamification, focussed attention, shopping enjoyment and socialness) indirectly influence the intention to buy using a mobile app channelled by shopping engagement. Most remarkably, results show that the online shopping experience positively moderates the shopping engagement – intention to buy using a mobile app path.Originality/value: The novelty of the paper lies in the conceptual and empirical evidence provided on shopping gamification, within the retailing marketing domain. The study investigates other related intrinsic motivations that jointly with shopping gamification directly influence shopping engagement and indirectly impact mobile shopping intention. The paper provides insights into the moderating role of online shopping experience, a key aspect when the challenge concerning gamification is considered.

Institutional regulations and market trends are spurring companies to invest more in pro-environmental and sustainable products. Within the pro-environmental offer, there are several packaging alternatives, from sustainably packaged to unpackaged products - so-called bulk - and/or labels, compelling companies into making a complex investment choice. Further, the required higher investments do not always find consumers' approval. Consumers often consider pro-environmental packaging as excessively expensive. Within this context, this study seeks to understand how to exploit the consumers' greater attention to sustainability and well-being to boost consumers' willingness to pay more for pro-environmental products. In doing so, the study compares two packaging options (i.e., sustainably packaged products and bulk products). Additionally, the study assesses differences between highly and slightly familiar consumers, evidencing how to properly encounter the expectations of the two segments. The findings, derived by a multigroup structural equation model conducted on 278 structured questionnaires, reveal that health concern impact is more relevant to highly familiar consumers while environmental concern is for slightly familiar consumers. For the latter, label influence plays a primary role in enhancing their willingness to pay more for pro-environmental products. Overall, sustainably packaged products are preferred to unpackaged products.

Purpose: Non-vegan consumers are increasingly shifting their food habits and lifestyles towards vegan food. Thus, in addition to traditional, though poorly studied, ethical motives (i.e. animal, environmental, spiritual, health concerns), other factors may influence the purchase of vegan food. Within this context, the paper investigates the moderating role of conformity in enticing consumers to buy vegan food products, together with the main traditional consumers' concerns influencing their attitude towards vegan food. The study also considers the role of the willingness to pay a premium price as a direct driver of the intention to buy vegan.Design/methodology/approach: An online survey was performed in Italy on a number of major Facebook thematic pages. A dataset based on 250 Italian non-vegans was used to implement a structural equation model.Findings: Findings show that spiritual and animal concerns are direct drivers of non-vegan buyers' attitude towards vegan food. Attitude, then, strongly influences the intention to buy vegan foods. Though less impactful, non-vegans' willingness to pay a premium price is a motive positively influencing their intention to buy vegan food. The positive and significant moderating effect exerted by conformity on the attitude-intention path confirms the amplifying role played by trends and lifestyles on consumers' food buying choices.Originality/value: This study contributes to the food and consumer behaviour literature in being the first exploring the moderating role played by conformity in inducing non-vegan consumers to buy vegan food. Environmental, animal, spiritual and health concerns are investigated from the non-vegan perspective.