Between Social Media Misinformation and AI Assistance: Mechanisms Shaping Purchase Intention for Sustainable Food Products
Between Social Media Misinformation and AI Assistance: Mechanisms Shaping Purchase Intention for Sustainable Food Products

Summary/Abstract: This paper proposes an extended Theory of Planned Behaviour model to investigate Romanian consumers’ purchase intention for sustainable food products in the digital information context. The model integrates perceived food-related misinformation on social media and the use of artificial intelligence for information verification and decision support, examining the roles of perceived nutritional value and trust in food-related information and products as mechanisms through which digital influences translate into intention. Data were collected via an online survey and analysed using variance-based structural equation modelling. The findings suggest that AI use strengthens both nutritional benefit evaluation and trust, whereas food-related misinformation undermines these evaluative mechanisms. Purchase intention is explained primarily through perceived nutritional benefit evaluation, while trust plays a complementary role by reducing uncertainty. The study highlights implications for brands, digital platforms, AI solution developers, and public policies aimed at reducing misinformation and improving the quality of online food-related information.

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