Interest in food products with eco-friendly characteristics and certifications has grown in industrialised countries. So-called ‘green’ products like organic, are perceived by most consumers to be low-processed, naturally grown, and healthier than conventional food products. Consumers are also increasingly demanding ready-to-eat products, especially in urban environments, where modern lifestyles tend to limit their available time. Understanding the pro-environmental behaviour of convenience food consumers is particularly challenging because there is often a contradiction between eco-friendly behavioural intent and time constraints imposed by modern lifestyles in large cities. This study aims at investigating the determinants influencing consumer purchase intention, focusing on the role consumer trust plays in consumer intention to buy minimally processed produce and “green”. Results confirm the importance of consumer trust, which positively affects the purchase of convenience food with eco-friendly attributes, and negatively affects consumer concerns around agricultural practices in relation to environmental and health impacts.
