Product sustainability and willingness to buy: a parallel mediation model of product traceability and consumers’ environmental concerns

This study examines the relationship between product sustainability and consumers' willingness to buy, as well as the mediating effects of product traceability and environmental concerns. Through a survey involving 239 participants, the study showed that product sustainability positively influences consumers' willingness to buy, and that product traceability and environmental concerns partially mediate this relationship. The findings have important implications for businesses seeking to promote product sustainability and increase consumers' willingness to buy sustainable products. Specifically, businesses should focus on improving product traceability to increase consumers’ confidence in the sustainability of the products they purchase. Additionally, businesses should seek to educate consumers about the environmental benefits of their products to increase their environmental concerns and willingness to buy sustainable products.