Do consumers care about environmentally sustainable attributes along the food supply chain? —A systematic literature review

Abstract

The agri-food market has shown a clear signal of "green" consumption that drives an increasing interest in studying consumers' willingness to pay (WTP) for food products with environmentally sustainable attributes, such as eco-friendly and carbon neutral. Whilst many existing studies have focused on a general idea of green attributes or on-farm practices that are regarded to be most relevant to the attributes, the agri-food industry has started to address consumers' concerns about the negative environmental impacts of agri-food production across the whole supply chain, including the processing, transportation, and consumption process. It is therefore the purpose of this study to conduct a systematic review of the existing literature on consumers' intentions of purchasing and WTP for food products with environmentally sustainable attributes, with a special interest in understanding the connections between consumer behaviours and different stages of the food supply chain. Results of the study revealed three main research gaps: the lack of clear definitions of environmentally sustainable attributes; ignorance of connections between the characteristics of environmentally sustainable attributes and different stages of the food supply chain; and lacking effective information processing among the key players along the supply chain, leading to inefficient communication between the supply and demand side. The findings of the study help form a conceptual framework for future studies to associate environmentally sustainable attributes to the whole food supply chain that helps the agri-food industry to effectively process market information, communicate with consumers, and satisfy the market demand.