Consumer preferences for sustainability labels on Mediterranean fruits and vegetables in short food supply chains: environmental vs socioeconomic dimensions

PurposeThis study examines consumer preferences for sustainability certifications and labels on fruit and vegetables within short food supply chains in Mediterranean countries. It uniquely contributes by distinguishing between environmental and socioeconomic dimensions of sustainability while assessing how these dimensions influence consumer perceptions and willingness to pay. The study identifies the specific types of information consumers seek in sustainability labels, evaluates their awareness of and attitudes towards these dimensions and uncovers how willingness to pay varies depending on the nature of the information provided, offering insights that address significant gaps in prior research.Design/methodology/approachA qualitative research design was adopted, involving eight focus groups conducted across three Mediterranean countries, Egypt, Greece and Italy. The discussions followed a structured guide with card-sorting exercises to explore consumer knowledge, perceptions and preferences related to fruit and vegetable certifications. The data were analysed using thematic analysis to identify recurring patterns and themes across different countries and market contexts.FindingsThe study reveals significant cross-country patterns in how consumers perceive and respond to sustainability certifications. Consumers consistently prioritised geographical origin and organic certification in fruit and vegetable labels. While environmental sustainability was widely understood and positively received, awareness of socioeconomic aspects was limited and required further clarification. Participants expressed a higher willingness to pay for environmental information, with variations across countries and product types. These insights highlight the importance of trust, label clarity and relevance in shaping consumer behaviour.Originality/valueThis study contributes to a deeper understanding of how consumers interpret and prioritize sustainability information on fruit and vegetables labels within diverse Mediterranean contexts. By highlighting differences in consumer expectations and willingness to pay across sustainability dimensions, it provides practical guidance for producers, retailers and policymakers to tailor certification strategies and improve the effectiveness of sustainability labelling in regional markets.