Surveying Consumer Preferences for Eco-Labeled Fruits and Vegetables in Euro-Mediterranean Alternative Food Systems

Marzieh Aminravan ¹ Sina Ahmadi Kaliji ¹ Luca Mulazzani ¹ Cosimo Rota ² Luca Camanzi ^1*

• ¹ Alma Mater Studiorum, University of Bologna, Bologna, Italy
• ² Pegaso University, Naples, Campania, Italy

This study addresses this gap by analyzing the key drivers influencing willingness to pay for eco-labeled fruit and vegetables in short food supply chains and export-oriented supply chains, providing novel insights into consumer decision-making across different supply chain structures. Specifically, it investigates how consumers in these two supply chain systems differ in their attitudes toward eco-labels, focusing on interest in label information, environmental concerns, and trust in certifications. Using data from an online survey conducted in June 2023 in Italy, France, and Greece with a final sample of 1,163 respondents, this study follows a two-step approach. First, one-way analysis of variance is used to assess differences in consumers’ attitudes toward eco-labels between supply chains. Second, partial least squares structural equation modeling is used to estimate relationships and identifies key drivers of willingness to pay for eco-labelled fruit and vegetables. The results show that trust in certifications emerges as the strongest predictor of willingness to pay in both supply chains, especially within short food supply chains. Interest in label information also plays a significant role in both contexts, while environmental concerns are more relevant for consumers in export-oriented supply chains. Younger consumers exhibit stronger preferences for eco-labelled fruit and vegetables, while education levels show no significant effect. The analysis highlights the distinct roles of supply chains in shaping consumer preferences. Short food supply chains foster trust through local engagement and transparency, reducing the need for formal certifications, whereas export-oriented supply chains rely more on certifications due to their more industrialized and impersonal nature.