This paper aimed to understand consumer behaviour based on different constructs of buying behaviour antecedents, which included attitudes towards social aspects, green values, the value placed on digital channels, and green advertisements. Through an online survey of 650 respondents, we investigated the characteristics that affect consumer behaviour in Italy. A structural equation modelling (SEM) method was then used to explore the effects of the identified constructs on people’s buying behaviour, as well as evaluate their relative importance. On the one hand, the findings showed that among the identified constructs, attitudes towards social aspects have a direct effect on eco-friendly consumption, while green values positively impact both buying behaviour and openness to green publicity. On the other hand, green publicity only shows a weak impact on buying behaviours, while peoples’ attitudes towards digital channels have a positive effect on both eco-friendly consumption and on buying behaviour. In other words, the results suggest that people’s digital propensity, paired with environmental sensibility, may affect the online purchase of sustainable food. In light of the above, these results should be important for makers and experts dealing with green products, particularly sellers. In fact, sellers and marketers should consider our results as insights into their segmentation, targeting, and positioning strategies in markets.

Nowadays the metaverse may represent the line between the most avant-garde innovations of the present and the possible development potential of the next years. The present article aims to show for the first time the potential that this innovative technological opportunity offers in the coming years. By looking at the current state of knowledge and, above all, with the help of empirical evidence from the metaverse’s main application business cases in the food sector, it is possible to understand how food companies can survive in the increasingly fierce world competition. The considerations that derive from the observation of these corporate excellent examples highlight that it is increasingly necessary to strategically invest in all three dimensions of sustainability, but also in novel new technological innovations. So, from the analysis of the most important available case studies, it is clear that metaverse is definitely a very particular innovation capable of opening up new and sustainable economic opportunities for companies in the food industry. At the current state of research, there are no comparable studies on this topic, especially in agri-food systems. Yet, this is only a starting point for further research in the future. Nonetheless, we can already recognize the strategic potential of virtual universes.

Food safety in developing countries has always been a concern, and deciding to purchase foods with a healthy label can be challenging. The goal of this study was to investigate the behavior of consumers for healthy foods by evaluating the factors influencing the prevalence of purchasing them despite having to pay a premium. Required data were collected in 2022 from 359 households in Mashhad, Iran, through an online questionnaire. A Generalized Poisson model was employed for analysis and the results indicate that the consumer’s field of study, the importance of food shape and size, the importance of food healthiness, the level of government supervision, practicing the 5Rs, awareness of the harmful effects of fast food on health (1% level) and variables of trust in a brand of healthy food, and the level of knowledge about the harmful effects of chemical fertilizers and toxins on human health (10% level) have a direct and significant relationship with consumers’ willingness to purchase more healthy foods for which they are willing to pay a premium. On the other hand, the relationship of some other factors, such as the importance of food price (1% level) and household size, household expenses, presence of individuals over 60 years old in the household, and the importance of food taste and flavor (5% level) became negative and significant. Therefore, to promote the consumption of foods with a healthy label for the purpose of reducing environmental issues and human health problems, it is recommended to produce and offer various healthy foods, create local markets, provide discounts and economic incentives to the public, and use attractive packaging with accurate and readable labels.

In recent decades, the global increase in the demand for food and the increasing growth of the world population has caused an inevitable transition from traditional to advanced agriculture and the use of new technologies in the production of food and agricultural products. One of the new achievements of biotechnology is the production and use of genetically modified plants. The benefits of genetically modified crops can be seen well beyond the farm as well, from helping to conserve natural resources to fighting climate change. Identifying the factors that influence people’s acceptance of genetically modified (GM) foods can inform industries and policymakers regarding their innovation trajectories, as well as policy development and implementation. Therefore, the current research evaluates the effect of the marketing mix and other effective factors on the consumption of genetically modified (GM) edible oil in Mashhad, Iran. The required information was collected by completing 390 questionnaires and using the available sampling method in 2022. Factors affecting the probability of consumers making a decision to consume GM edible oil and the consumption amounts of this oil were analyzed through Heckman’s two-stage Tobit model using the STATA 16 software package. The results showed that factors affecting the intention of consuming GM edible oils are different from factors affecting the amount of consumption of GM edible oils. Moreover, selected marketing mixes have a significant effect on the amount of consumption of GM edible oils, and therefore, policy-makers can influence the consumption of GM edible oils by using marketing tools. The effect of household monthly income on the consumption of GM edible oil is also negative and significant, which shows that households with higher incomes have less consumption of GM edible oils. Based on the results, trust in the government has a positive and significant effect on the consumption of GM edible oil, so when consumers have trust in their government about GM food products, the consumption of GM edible oil will increase. Therefore, it is suggested that the country’s food security authorities gain the trust of consumers by clarifying the production process of GM products and holding scientific debates between the proponents and opponents of the production and consumption of GM food products in order to express the advantages and disadvantages of these products to inform consumers and help them choose between products.