It's a match when green meets healthy in sustainability labeling

The environmental conscientiousness food trend is only expected to increase as consumers demand more information on the environmental and social impacts of their food purchases. Drawing from consumers' lay theories and the match-up hypothesis, this study examines the influence of the interaction between healthiness and sustainability levels on consumer product evaluations. In particular, it argues that the fit between healthiness and sustainability (both high or both low) drives consumer buying preferences as well as product perceptions. However, a general skepticism in sustainability claims moderates this effect.