TThis study examined the antecedent determinants of purchase intentions of minimally processed fresh cut products. In order to gain this purpose we developed a field study that involved 425 consumers. Questionnaires were administered in Italy on a Likert scale. Questions were focused on intentions to purchase fresh cut lamb’s lettuce from environmentally sustainable farms, and with this aim we simulated a fresh cut product with an Eco-label. Using Structural Equation Modelling for data analysis, we proposed the approach that sets out two different types of antecedent determinants: health and green consciousness. Managerial implications are proposed to assess how much the consumer’s green consciousness affects the attitude and the consequent behavior. Some considerations on managerial implications for new marketing strategies for minimally processed food products are proposed, high-lighting the opportunity to take advantage via the potential adoption of an Eco-label.
