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This study aims to highlight the impact of altruistic-self and hunger awareness on socially responsible food consumption through the lens of self-awareness and self-congruity theories due to the great challenge of Sustainable Development Goal 2: Zero Hunger.

A survey was conducted with a sample of 812 respondents. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) confirm each variable's structure through the measurement model and test the hypothesis to support a structural model.

The results highlight that the combination of altruistic-self and hunger awareness (AS-HA congruence) drives consumers to execute socially responsible food consumption. Meanwhile, consumers' food-saving attitude mediation translates to the attitude towards responsible and ethical use increasing socially responsible food consumption, a contextual development in the theory of congruence. Conversely, hunger awareness is not confirmed as significantly influencing socially responsible food consumption.

This research provides valuable insights for academicians and practitioners in developing food waste management strategies that can be implemented to reduce food wastage.

Food waste is a global concern and is challenging for many manufacturing, distribution and individual wastage levels. However, food wastage by consumers is one of the most critical problems which can be minimised with awareness and attitudinal changes in behaviour as a form of socially responsible consumption.

This study aims to examine the role of hunger, environmental, economic, landfill and water shortage concerns as significant dimensions of consumer social awareness marketing in socially responsible plate food consumption.

To carry out their purpose, the authors validate the hypothesized model empirically through data from 1,536 households using structural equation modeling (SEM). In particular, the construct measures of the structural model have been tested by confirmatory factor analysis (CFA).

The outcome the authors came up with is coherent with the hypothesized model, and it proves a positive relationship of the five dimensions identified on consumer awareness. Moreover, the study results show the crucial role of landfill and water shortage concerns in measuring consumer awareness.

These findings may be of interest to practitioners, academics and policymakers for socially responsible food consumption guidance and training for planning consumer awareness programs. More in detail, this study offers the indication that the dimensions of the social consumer awareness construct are differing from commercial consumer awareness.

Even though several previous studies have addressed the concept of consumer awareness concerning product and service purchase decisions, this is one of the first research studies on consumer awareness as a multidimensional construct in social marketing studies domain.

Health fitness has become a major issue in Malaysia since the population of overweight and obesity is becoming critical. One of the ways to achieve optimum health fitness is by consistently consuming balanced diet meals. Hence, this paper aims to focus on the willingness of society to purchase functional foods as an alternative for their daily meals to stay fit.

The research framework was developed based on a combination of findings by other research scholars within a similar field. The willingness to purchase functional foods to stay fit is positioned as the dependent variable, while lifestyle adaptation, social media influence and food consumption awareness are placed as the independent variables. Quantitative research was conducted by collecting primary data from respondents in Kuala Lumpur, Malaysia. The collected data were analysed using descriptive and regression analyses.

The willingness to purchase functional foods to stay fit is dependent on the lifestyle adaptation, social media influence and food consumption awareness.

Although the current market for functional foods in Malaysia is still at a small scale, the market for this industry seems very promising. Nevertheless, greater awareness on functional food is still needed.

Functional food producers should make an effort to gain the untapped market by focussing on the lifestyle adaptation, social media influence and food consumption awareness.

This research is a breakthrough to discover the willingness of Malaysians to purchase functional food to stay fit, which is influenced by lifestyle adaptation, social media and food consumption awareness.

After the introduction of functional food term in 1980s, production and marketing of functional food in Japan, USA and European markets has developed rapidly. Compared to these developed countries, the market size of the functional food in Turkey is very limited. The purpose of this study is to explore reasons of limited development and marketing strategies regarding the size of expenditure, governmental legislation and consumer preferences and highlight the type of functional food products available at large retail chains of important suppliers in Turkey.

Description and exploration of market size and expenditure were determined by using Euromonitor International (2017). The factors influencing consumption and attitudes toward functional food purchasing were evaluated by studying literature research. The number and types of functional foods in the most important supermarket chains were determined to show the growth rate in Turkey. Products in the markets were determined based on the direct observation available, and functional foods sold in the markets were noted at the visits and tabulated. The type of functional food product, its category, the main benefit offer to the consumer and the brand and status of the food processing industry (national or not) were identified. Government legislation on special health claims for functional foods was stated.

Market size of Turkey per capita expenditure was approximately US$5.8m, which was very low, whereas that of Japan and USA was US$86.7m and 100.2m, respectively, in 2017. The variety of functional food products was at a very low level, and functional food market share was limited compared to powerful countries like Turkey. International companies had a higher market share than national companies. Danone with dairy functional foods was the biggest company in Turkey market. Literature studies showed that Turkish people have less knowledge about functional foods and need education. According to reviews, socio-demographic characteristics such as age, education, income levels, gender and prices were important indicators influence consumer awareness and consumption of functional foods. Consumer’s knowledge must be increased with their health benefits by education. Reviews showed that nearly 60 per cent of people did not have any information about functional food and women were more aware and the most active user group. Dairy products were the most preferred functional foods in Turkey. Because of limited awareness, there is a need for elucidating studies that are targeting potential consumers. Turkey did not have labeling system to claim foods functionality on packages and did not permit foods that contribute to health maintenance and/or recovery from disease, but Republic of Turkey Ministry of Food, Agriculture and Livestock applies some laws and regulations.

This study provides market study and detailed research about marketing strategies and legislation of functional foods in Turkey. People have high demand to consume and there are big potentials of functional food marketing and opportunities for food industries. But to increase consumption and marketing size, it needs education of consumer, advertising and some adjustment of legislation by government.

This study has two main purposes. First, the effects of health anxiety and perceived social value on the intention to consume functional food were examined. Second, the role of health knowledge levels in these relationships was identified.

The sample consisted of 271 restaurant consumers on the European side of Istanbul between August and October 2021. Partial least squares structural equation modeling (PLS-SEM) was used to test the research model.

Restaurant consumers revealed that health anxiety and perceived social value positively affect functional food consumption intentions. Moreover, health knowledge levels have a negative moderating effect on the relationship between health anxiety and functional food consumption intentions.

Thanks to the findings of this study, the roles of health anxiety, perceived social value and health knowledge in functional food consumption were determined, thus filling a vital literature gap.

Natural food products are becoming more popular, and their health-related benefits are widely acknowledged. The authors wanted to see the influence of different consumption values on purchase intention of natural food products. To address this gap, the current study proposes to use theory of consumption values to explain customers purchase intention towards natural food products.

The authors used theory of consumption values (TCV), attitude and purchase intention to develop a comprehensive model. About 464 respondents have responded to the structured questionnaire which was floated through email and WhatsApp. Finally, the authors used structural equation modelling and moderation analysis to arrive at the final results.

Except for social value, all constructs named conditional, functional, emotional and epistemic were found to have a favourable and significant impact on consumers’ purchase intention towards natural food products. The study shows that attitude has a moderating effect on the association between emotional value and purchase intention.

This research illuminates the TCV which enable the long-term use of natural food products. In addition, the importance of attitude as a moderator of purchase intent provides a deep understanding of customer behaviour.

This model is the first of its kind in the current literature, using consumption values from the TCV with attitude to regulate purchase intention towards natural food products. In addition, theoretical advancements pave the path for future research.

The study aims to examine the consumers’ attitudes toward halal food products based on tripartite model. Regarding this, the effect of halal food awareness, perceived risk and behavioral tendency on attitudes toward halal food products are investigated.

343 valid questionnaires were obtained. Exploratory and confirmatory factor analyses were performed to ensure content validity, and structural equation modeling was progressed to test the relationships among variables through IBM SPSS Statistics 22.0 and AMOS 23.0 software.

Research validates the tripartite model of attitude and suggests attitude toward halal food is formed by predominantly behavioral tendency and partially psychological drivers, rather than cognitive elements.

The characteristics of participants should be different and larger sample may provide some other results. The product or service context should be different, for example, halal cosmetic, halal hygienic, halal tourism.

Trigger messages may put forward in marketing communications activity for halal food products marketing and halal certificated food brands need to establish their distribution networks effectively to get closer with consumers.

Attitudes towards halal products represent the key driver of consumer behavior for the development of marketing strategies in certified halal firms addressing both domestic and foreign markets. It is the first study examining Turkish consumer attitudes toward halal food product using tripartite model in the field of halal consumption behavior. The paper offers a different methodological framework and it could be potentially of interest for scholars, marketers and policy makers.

The primary objective of this study is to explore the nuanced interplay of conspicuous consumption, ethical label purchasing and the ensuing dynamics of civic virtue and cynicism within the luxury foodservice context.

Grounded in a theoretical understanding of solidarity within the context of product consumption, this research employs a two-pronged approach involving secondary data analysis and scenario-based experimental studies. The initial phase involves analyzing firm-level data from the Euromonitor database in 2019 and 2021. The main study employs a between-subjects experimental design with a cohort of 316 participants sourced from an online panel.

The results reveal a consistent pattern in the consumption of luxury foodservice and underscore a distinct upward trajectory in consumer demand for ethically labeled food. Notably, these findings underscore the moderating role of ethical label purchasing in the relationship between conspicuous consumption and consumers civic virtue. Additionally, ethical label purchasing moderates the impact of conspicuous consumption on consumer cynicism, both directly and indirectly through emotional solidarity related to both communal and equitable principles.

This study holds significance for both luxury food service researchers and market design practitioners. It provides valuable insights into how ethical labeling interacts with consumers conspicuous consumption, all facilitated by emotional solidarity.

The purpose of this study is to examine the trend toward purchasing locally grown food and evaluate if tourists visiting Hawai'i are willing to pay more for locally produced foods that are more ecologically sustainable.

A research questionnaire was developed in order to investigate the attitudes and behaviors of tourists from the continental United States visiting Hawai'i in purchasing locally grown food in Hawai'i. The final sample includes 454 valid survey responses collected via Momentive, a market research services company.

According to the findings of this study, there are economic prospects to expand the use of locally cultivated food into the tourists' experience, as well as a willingness for tourists to support these activities financially. The Contingent Valuation study revealed that tourists from the continental United States were ready to pay a higher price to purchase food that is locally grown, signifying that tourists to Hawai'i are willing to aid the local agriculture business by increasing their restaurant/hotel meal bill, which will help Hawai'i become a more sustainable tourist destination.

While tourists from the United States mainland, which is the “an islands” top tourist market, have agreed with paying extra or an additional fee for locally grown food products, this study might not accurately represent the attitudes and behaviors of international tourists visiting Hawai'i. Future research should focus on the international tourist markets which may have different social norms or cultural differences thus could provide a broader spectrum of the current study's findings.

The results of this study provided quantitative evidence that tourists from the United States are interested in purchasing locally grown food items in Hawaii in addition to their willingness to pay an additional fee for these locally grown food products at a restaurant or a hotel dining room, thus addressing a gap in the tourism research.

The purpose of this paper is to first integrate incorporated commitment, self-identity, and moral responsibility with the theory of planned behaviour (TPB) to predict the green food and beverage (GFB) behaviours in protecting food environment. Moreover, this study also identified the key influential factors of green behaviours and analysed the mediation effects of commitment in this extended TPB model.

The structural equation modelling based on 793 college students was used to verified the goodness-of-fit and direct effects of the extended TPB model of GFBs, and bootstrap method was also used to examine the indirect effects.

The results of this study revealed commitment, perceived behavioural control (PBC), and perceived knowledge of GFBs were the most influential factors of GFBs. Furthermore, this study also verify that PBC influences civic behaviour pertaining to GFBs, and commitment mediated the effects of subjective social norms between PBC and GFBs.

This study provided value for GFBs that prompting people to exhibit civic behaviour pertaining and commitment to GFBs as well as ensuring environmentally sustainable development of GFBs.