Food consumption and consumer eating habits have a major impact on the environment (Grunert, Hieke, & Wills, 2014). Consumer action is improving towards food purchases, with eco-labels also playing an important role in encouraging consumers to consume more sustainably (Grunert et al., 2014; Vermeir and Verbeke, 2006). Research shows that more and more consumers are committed to sustainable consumption and shifting to more socially and environmentally responsible consumer practices (Corraliza and Berenguer, 2000; Freestone and McGoldrick, 2008). My research has also shown that consumers are increasingly aware of the importance of protecting the environment and sustainable consumption. The paper discusses the determinants that influence consumers ’purchasing intent when shopping for organic products, focusing on the environmental aspects of sustainability. The aim of the analysis was to determine the importance of shopping for organic products, namely the level of importance of shopping for organic products for consumers and how this affects attention to eco-labels. These were my determinants, which I then tested through hypotheses using a survey questionnaire. The results showed a strong correlation between attention to eco-labels and purchasing intent. I have found that consumers' environmental awareness is crucial and that environmentally conscious consumers pay more attention to eco-labels in the purchasing process. The results showed very promising in favor of sustainable consumption, as respondents expressed great concern for sustainability, a high sense of personal responsibility and perceived efficiency to be able to contribute to greater sustainability.
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