The underlying factors of the purchase decision process of bottled mineral water have been a less studied area. The typically related attributes of consumer judgement in the case of low involvement can vary widely, ranging from price sensitivity to habits. However, assessing the role of brand reputation and trust from a sensory perception perspective is not a common approach. This paper examines the impact of trust on consumer value judgements for a frequently consumed beverage such as mineral water. Combining trust and sensory attributes with the Expectation–Disconfirmation Theory (EDT) framework provides insights into the weight of taste, trust and reputation in product evaluation. A tasting experiment was carried out using a representative systematic random sampling method. A mixed method was applied; EDT was used to analyze quantitative data and grounded theory methodology was performed in the case of qualitative data. Results indicate complete assimilation for the most preferred brand and negative contrast for less well-known brands. It can be stated that the applied methodology is suitable as a certain kind of trust measurement and also can function particularly well as a reinforcement and complement to other methodologies (e.g., neuromarketing methods). This study suggests that brand names positively influence value judgment. Origin bounded brands compared to imported brands can help companies mitigate trust issues in developing countries as they convey a particular reputation, which helps reinforce trust.

Freezing technology is one of the most well established long-term preservation techniques for producing high-quality, nutritious foods with prolonged shelf-life. Frozen foods (FFs) are a significant section of the global food market experiencing rapid growth. It also represents an alternative to small producers in developing countries to add value to their products in a competitive market. However, unfairly, FFs are often perceived as less qualitative than fresh produce, although studies have shown that some FFs have higher nutritional values than fresh products. This study’s aim is to analyze consumers’ perceptions in the two Balkan countries towards FFs. A total of 380 questionnaires were completed in both countries (182 in Kosovo and 198 in Albania). Consumers’ perceptions towards FFs were measured through eleven items using a five-point Likert scale. The items addressed issues related to the quality and safety of FFs, information on FFs, and the impact of origin on the perception of FFs. The differences between populations were tested with the t-test and correlation analysis with the bootstrapping method for sociodemographic factors. The results show that Kosovo consumers generally show a higher positive attitude toward FFs than Albanian consumers. Albanian consumers prefer fresh foods over FFs. The lack of trust in food safety institutions was expressed with concern for the conditions of the frozen chain applied both on the imported and domestic frozen products. Similarly, the findings show that Albanian consumers are willing to pay more than the baseline price to obtain fresh products instead of frozen compared with Kosovo consumers. Additional studies are needed to explore whether the lack of trust in food safety institutions inhibits the successful development of FFs in Albania and Kosovo. In both countries, responsible authorities should help consumers to have a more profound knowledge of the quality of FFs and boost these activities to increase farmers’ incomes and play an active role in reducing food loss and waste.

The local food concept is analysed from a supply chain perspective and its positive environmental effects. Revitalised local economies, reduced greenhouse emissions, preservation of farmland and rural lifestyles associated with local products impacts consumer preferences by reflecting a positive attitude toward locally grown products. In addition, the health benefits of local products are more frequently evoked by consumers than those of organic-local products. However, the labelling of such products is used despite consumers and/or producers not being clear about the attributes conferred by the product locality. In this context, this paper aims to clarify the perception of Albanian consumers regarding local fruit and vegetables. The results show that the positive WTP for local food relies on the consumer concern about health and environmental issues. In the case of Albanian consumers, this is driven more by health, taste and environment. Surprisingly, environmental concern exceeds other attributes like price and origin. In this case, environmental issue overlaps health, and it is used as a surrogate indicator for the latter. This is due to the lack of trust in public authorities that fail to assure an efficient quality control process in the agriculture and food sector.

This paper aims to map the ecosystem services (ES) provided by a reputed agropastoral ecosystem in the south of Albania and ascertain whether social capital affects the level of importance attributed to them. A perception analysis of both buyers and sellers of ES within the pastoral ecosystem is undertaken. The pastoral ecosystem is mainly evaluated for cultural services such as tradition, enhancing the area’s image, and environment ES. The strong inclination towards cultural ES and socioeconomic services indicates a lack of awareness of both buyers and sellers of ES in the local community regarding the environmental aspects of their ecosystem. However, participants showing a higher radius of trust with high linking social capital are more likely to confer very high importance to environmental services. Similarly, the cultural ES (traditional aspect) of the pastoral ecosystem is affected by cognitive and structural social capital. These are interesting findings for public policymaking concerning the opportunity to develop market transaction ES. Its development is more ground-based and effective if participation and civic engagement, especially the Linking dimension, is enhanced in the pastoral community.

This study explores the relationship between climate change awareness (CCA) and consumers’ willingness to pay (WTP) for urban short food chains (USFC), focusing on the mediating role of biospheric, egoistic, and altruistic environmental concerns. A structured questionnaire was conducted with 230 respondents in Tirana, Albania, and the results were analysed using the PROCESS macro in SPSS 25.0. The findings reveal that CCA increases all three environmental concerns; however, only the altruistic concern significantly mediates USFC participation, particularly by limiting food waste (effect size = 0.502, p = 0.002). In contrast, egoistic concern negatively affects WTP, highlighting a value–action gap in sustainable behaviour. Reducing ultra-processed food consumption emerges as a key driver of engagement, linking personal and environmental health to local food choices. Gender moderates these relationships; despite showing high ecological concern, women express lower WTP due to household and budgetary considerations. Supporting the model, the survey data show that 88% of respondents are willing to pay a premium, typically 10–20% more, for food products from their preferred origin, and 88% are also willing to participate in the Tirana USFC initiative. The highest WTP (30%) is reported among highly educated women with children aged three to five. These findings highlight the need for targeted urban food policies that account for sustainability’s psychological and demographic dimensions.