Value‐Belief and Value‐Identity Norms in Ethical Food Consumption: Investigating the Influence of Worker‐Friendly Labels in Italy

This study aims to explore the main behavioral drivers influencing the consumption of ethical food products in Italy, with a specific focus on customer purchase intentions and choices for foods that adhere to workers' rights. The issue of workers' exploitation in Italian agriculture is a pressing concern, frequently highlighted in media investigations. To address this aim, the study compares three theoretical models to identify the most effective in providing the most comprehensive explanation of the phenomenon under investigation. The theories of value‐belief‐personal norms (VBN) and value‐identity‐personal norms (VIP), along with a hybrid of these models, were examined using Partial Least Squares Structural Equation Modelling. The findings reveal that factors such as self‐identity, awareness of consequences, and ascription of responsibility are significant predictors of the purchasing behavior regarding food products that respect workers' rights. Notably, the integrated VBN and VIP model (VBN‐VIP) demonstrates the highest level of predictive accuracy. This research contributes to the literature on ethical consumption by offering robust empirical evidence supporting these theoretical frameworks. Similarly, food companies will benefit from gaining a deeper understanding of consumer behavior in relation to ethical practices, particularly those concerning workers' rights. By emphasizing their commitment to ethical standards, food companies can potentially influence consumer attitudes and intentions more effectively.