Investigating socially responsible fresh produce consumption : a Maltese case study

Abstract

Social responsibility is the moral duty of individuals and organisations to act in ways that benefit society rather than solely seeking profit. This ideology is reflected in the ESG framework through the ‘Social’ component, which evaluates how companies interact with employees, communities, and society, including labour rights, workplace safety and fair wages. This study investigates how social responsibility influences consumer behaviour in Malta’s fresh produce market, with the aim of identifying the gap between ethical intentions and actual purchasing decisions. There are few studies on the social responsibility of fresh produce consumption, especially in regions that rely on imports and face geographic constraints. To address this lacuna, a mixed-methods approach was used, linking quantitative data from an extensive consumer survey with qualitative perceptions from semi-structured interviews with expert stakeholders. The research uncovers a significant gap caused by consumers’ limited understanding of social responsibility, often mistaken for the heuristic of ‘buying local’. The findings suggest that the intention-behaviour gap does not stem from weak ethical beliefs but from structural limitations, such as price sensitivity, convenience-driven habits, and limited information. Despite consumers expressing strong social values, the current food systems restrict their ability to recognise, access, and afford socially responsible choices. Bridging this gap will require institutional reforms that shift responsibility from individual consumers to a market system where ethical options are the most affordable, accessible, and transparent.