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|a Purpose: This study aims to examine the role of hunger, environmental, economic, landfill and water shortage concerns as significant dimensions of consumer social awareness marketing in socially responsible plate food consumption. Design/methodology/approach: To carry out their purpose, the authors validate the hypothesized model empirically through data from 1,536 households using structural equation modeling (SEM). In particular, the construct measures of the structural model have been tested by confirmatory factor analysis (CFA). Findings: The outcome the authors came up with is coherent with the hypothesized model, and it proves a positive relationship of the five dimensions identified on consumer awareness. Moreover, the study results show the crucial role of landfill and water shortage concerns in measuring consumer awareness. Practical implications: These findings may be of interest to practitioners, academics and policymakers for socially responsible food consumption guidance and training for planning consumer awareness programs. More in detail, this study offers the indication that the dimensions of the social consumer awareness construct are differing from commercial consumer awareness. Originality/value: Even though several previous studies have addressed the concept of consumer awareness concerning product and service purchase decisions, this is one of the first research studies on consumer awareness as a multidimensional construct in social marketing studies domain. © 2021, Shahid Rasool, Roberto Cerchione, Jari Salo, Alberto Ferraris and Stefano Abbate.
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