The increasing global demand for livestock products and its large environmental impact ask for urgent policy and managerial strategies. The demand for livestock products will double by 2050 and the contribution of the related sector toward anthropogenic greenhouse gas (GHG) emissions counts for 14.5% of global emissions. Also, livestock production has the largest carbon, nitrogen and water footprints in the food sector.Concerning meat consumption, feasible actions include its reduction and orienting consumers toward more sustainable meat choices. The aim of the study is to investigate the determinants affecting meat consumers in their intention to buy beef clearly labelled environmentally friendly. Results highlight that beef consumers are likely to change their habits, in favor of more sustainable beef choices. Moreover, together with consumer attitudes, social norms and perceived behavioral control, institutional trust and food shopping habits play an important role in activating the consumer's cognitive decision-making process toward more sustainable beef. Results add to the literature on the determinants of green food-choices and introduce new insights on the role of institutional trust in the intention to buy beef labeled with a public standard. Findings highlight that particular attention should be devoted to build trust for public institutions to promote sustainable food consumption behavior.
