Attitude toward environmental protection and toward nature: How do they shape consumer behaviour for a sustainable tomato?

Several research efforts have tried to explain the forces driving food-related decisions. In this article, we explore how individual attitude toward environment could be a potential determinant of green behavior. This offers an original methodological framework never adopted in food consumption domain that is based on contribution Campbell Paradigm and related advancements measures proposed by environmental psychology literature. We also contribute literature envisaging two-dimensional attitude, distinguishes between protection nature appreciation. The ultimate target consumer purchasing intentions, represented Willingness Pay, hypothetical tomato with improved resource use efficiency taking into account psycho-attitudinal propensity towards issues. analysis conducted Italy UK, two countries characterized different perceptions about as good water Findings indicate dimensions affect differently spending for sustainable these differences are country-specific. suggests policies aimed at promoting products should type (naturalist or environmentalist) more sensible sustainability.