Slow food, fast intentions? Linking values with sustainable food choices

The acceleration of modern life has driven consumers to pursue efficiency at the expense of well-being, leading to a loss of mindful eating and reduced attention to sustainability. Although awareness of sustainable food practices is increasing, little is known about how culturally rooted value systems such as Slow Food influence consumers' sustainable choices. This study aims to examine how perceptions of Slow Food values affect sustainable food-consumption intentions. Study 1 employed qualitative interviews (N = 26) to identify three key value dimensions: mindful pacing, cultural rootedness, and ecological responsibility, which together underpin consumer engagement with Slow Food. Building on these findings, Study 2 integrated the Value–Belief–Norm theory and the Theory of Planned Behaviour through a questionnaire survey (N = 434) and applied PLS-SEM to test the structural pathways from perceived Slow Food values to pro-environmental food intentions. The results show that perceived Slow Food values, attitude, subjective norms, and perceived behavioural control significantly predict sustainable food choices, with perceived behavioural control emerging as the strongest predictor, while personal norms have no direct effect. This study contributes by developing a validated framework of Slow Food value perceptions and by integrating moral and self-interest motivations within sustainable food behaviour. Practically, the findings offer guidance for policymakers and hospitality operators to promote environmentally responsible and culturally grounded eating practices.