EU quality label vs organic food products: A multigroup structural equation modeling to assess consumers' intention to buy in light of sustainable motives.

Consumers are increasingly paying attention to their food choices in light of sustainability. Regional and locally produced food, as well as organic products, are experiencing an increasing success amongst consumers as perceived as authentic high-quality food products, able to contribute to sustainable methods of production and consumption. Applying the Theory of Reasoned Action, this work compares consumers' intention to buy EU quality label and organic food products. A multi-group structural equation modeling was used to estimate differences between perceived product quality, sustainable motives (i.e. willingness to pay a premium price for sustainable products and products with recyclable packaging), and health concern while controlling for product knowledge. A total of 155 organic shoppers and 215 EU quality label shoppers were surveyed for this purpose. Results revealed different motives at the roots of the two products buying choices. On one hand, shoppers are willing to pay a premium price for sustainable EU quality label foods. On the other hand, recyclable packaging is mandatory to shape the intention to buy organic foods. The study proposes theoretical and managerial implications and draws further research studies on consumers' food choices.