Perceived Value, Environmental Awareness and Intention to Purchase Meat with Carbon Neutral Meat Seal (CCN)

Abstract

Consumers, especially those who partake in meat consumption, have exhibited an increasing inclination toward sustainable products. Notwithstanding this societal shift, there remains a gap in understanding how perceived value (measured by the Perval Scale) contributes to consumer behavior. Consequently, this study aims to examine the impact of perceived value on the purchase intention of Carbon Neutral Meat (CCN) certified beef and how environmental consciousness impacts this intention. To achieve this goal, a survey was conducted among consumers of beef responsible for purchasing it for their households. The questionnaire was completed by a sample of 256 consumers, using the Perval scale as a basis. For data analysis, Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) techniques were employed. Four AFC models were estimated, and the SEM model connected the constructs. The results demonstrated that the perceived value has a positive and significant impact on the intention to purchase beef with the CCN seal. Additionally, it was found that environmental awareness positively influences the intention, although the influence is relatively low. © 2023 Taylor & Francis.