From sustainability to health: Investigating the halo effect in food consumption behavior

Research has identified a “halo effect” in consumer perceptions, whereby sustainable products are often seen as healthier than conventional alternatives. When consumers perceive a food product as sustainable, they are more likely to associate it with health benefits as well. This study investigates the presence of this sustainability-halo effect by examining the relationship between consumer sensitivity to sustainable eating and the choices consumers make in relation to healthy food. Specifically, we assess whether sensitivity to sustainability in food consumption enhances sensitivity to healthy eating, attitudes toward healthy foods, and purchase intentions. Additionally, we also examine the potential correlation between sensitivity to healthy eating and sensitivity to sustainable eating. To test those relationships, we applied an extended conceptual model of the intention to buy healthy products, sending a structured questionnaire to a sample of 1100 respondents. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings confirm the existence of a sustainability-halo effect, demonstrating that greater sensitivity to sustainable eating positively influences attitudes toward healthier food choices and the intention to purchase healthier food products. The results also show that the two variables, sensitivity to healthy eating and sensitivity to sustainable eating, are positively correlated. This effect underscores the interconnected nature of sustainability and health-conscious consumption, suggesting that promoting one aspect may naturally reinforce the other. These insights have significant implications for policy development and dietary guidelines, advocating for an integrated approach to health and sustainability rather than treating them in isolation. Moreover, this finding presents a strategic opportunity for food producers and marketers to align sustainability and nutrition in their messaging, fostering both health-conscious and environmentally responsible consumption behavior.