Università degli studi di Modena e Reggio Emilia

Context: Consumers are becoming increasingly concerned with sustainable issues: not only products and suppliers but even countries have started to be perceived in terms of their level of green image. This acknowledgement calls for a revision of traditional international marketing models aimed at investigating the impact of a specific country image on consumer behavior, considering also the effect of the image of sustainability possessed by that country. Purpose: This work aims to exploring the connection between the Green Country of Origin Image (GCoI) of a country and the Willingness to Buy (WTB) by the consumers of another country. This is done by assessing their Attitude Towards Green Products (GATT), considered as a mediating construct impacted by Environmental Concern (EC) and Perceived Consumer Effectiveness (PCE). Data: Primary research data were gathered through a survey based on the administration of an online questionnaire targeting a convenient sample of Indian consumers, applying structural equation modelling to assess the GCoI of Made in Italy food products. Results: Findings evidenced the goodness of the proposed model: EC and PCE are positively related with GATT, which, in turn, positively affect GCoI. Finally, GCoI has a positive and significant effect on the WTB. Originality: GCoI has been poorly investigated. This study enriches the current body of knowledge concerning country image determinants in relation to sustainable consumption, contributing to the international marketing and consumer behavior literature in a sustainable perspective. Implications: This research holds pragmatic significance for policy makers and scholars alike, and marketers striving to advocate national offerings on international markets through the added value of sustainable food perceptions and practices. It also deeps the comprehension of consumer behavior within the realm of sustainable consumption for stimulating eco-conscious decisions.