Understanding Sustainable Purchasing Behaviour Through the Marketing Mix: An Institutional Theory Perspective

Abstract

This study advances research on sustainable food consumption and marketing strategies by applying institutional theory. Drawing on the concepts of the institutional logic of sustainable development and institutional legitimacy, the research provides new insights into how societal values and institutional frameworks may be reflected in sustainable marketing strategies and how they are associated with purchasing behaviour. Based on data collected through a questionnaire, the study finds that seven antecedents – quality, packaging, willingness to pay, product availability, effort, perceived information availability, and labelling – are significant predictors of sustainable food purchasing behaviour. Hence, the results offer a structured overview of which consumer-perceived antecedents that firms may influence through the marketing mix are most strongly associated with sustainable purchasing decisions. By integrating institutional theory with sustainability-focused marketing research, this study interprets the findings through an institutional perspective and highlights the importance of aligning marketing strategies with societal values and institutional frameworks of post-transition economies, and the critical role of pragmatic and culturalcognitive legitimacy in relation to consumer trust and sustainable purchasing decisions.