Resumo

Food production and consumption have major negative impacts on environmental sustainability and consumers health. The growth of ecologically behavior pushes the increasing demand for green products. A new scale involving the food safety and food security contemplates a better knowledge on how consumers perceive green food products. A new scale is proposed as a multidimensional second order formative construct with six first order dimensions. This is a helpful tool to policy makers, and market managers formulating strategies to influence green food consumers. We used SEM to validate the scale.

Previous studies have identified the food safety and food security values guiding attitudes towards green food products purchase. Based on these findings, and following suggestions of future studies, we intend to validate a new proposal of a Green Perceived Value Scale. A new scale involving the food safety and food security contemplates a better knowledge on how consumers perceive green food products. The GPV is proposed aligning the social value, emotional value, conditional value, to the food safety value and food security.

Sangroya and Nayak (2017) proposed a scale to evaluate Green Perceived Value based on four sub-constructs named functional value, conditional value, social value and emotional value. From previous studies we identified the food safety and food security values guiding attitudes towards green food products purchase. Than we made two hypothesis. H1: Food safety are positively related to the GPV; H2: Food security are positively related to GPV. It is proposed to test the relationship among food safety and food security to GPV to understand whether these constructs contribute to a better scale.

Findings suggest food safety and food security values are positively related to the GPV, thus the hypotheses 1 and 2 were confirmed. Both, food safety and food security values in addition to the social value, functional value, emotional value, conditional value are shown to predict the GPV by green food consumers. the highest and positive relation perceived by green food products buyers comes from the food security value. This finding suggest consumers perceived that a non-sustainable food system would damage the eco-system, produces more food wastage, impairing environment.

The main purpose of this study was to validate a new proposal of a GPV Scale. Based on reliability and validity tests, the scale proved to be robust and credible. This study proposes that food safety and food security aligned with the functional value, conditional value, emotional value and social value influence consumer GPV. To address this influence process, researchers investigated farmers market consumers and the values they consider for green food product purchase. We found the proposed values significantly influencing consumers GPV. The scale proved to be reliable .

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