Gli effetti del benessere sociale percepito sull’intenzione di acquisto dei prodotti green.

[Autom. eng. transl.] This study provides an understanding of the link between consumers' perception of social well-being of green products, purchase intentions and WOM (word of mouth). We consider moderating variables, constructs that measure the perception of green products, including BES indicators, and psychological variables inherent to the environment, with a quantitative research concerning green products deriving from sustainable aquaculture production in the Ionian Sea. The results show an inverse relationship between perceived social well-being and behavioral variables, and that consumers are more attracted by the usefulness of the green product, compared to the price and quality. Environmental concern moderates the effect of perceived social well-being, showing implications for marketers and managers deriving from the valorization of such products which, together with positive consumer perceptions and perceived well-being, can guarantee opportunities for sustainable development currently in the seventh goal of the UN agenda that encourages responsible production and consumption.