The study investigates the significance of sustainable consumer value components on willingness to buy food products using quantile regression analysis. Six key variables are examined: image value, ethical value, functional value, impact value, cost perception, and purchase intentions. Quantile regression allows for identifying differences in the strength and significance of these variables' effects at various levels of consumer willingness (25th, 50th, and 75th percentiles). Findings reveal that ethical value and impact value are significant across all levels of consumer willingness, with their influence growing in higher quantiles. Meanwhile, the importance of image value and cost perception varies across consumer segments, being more relevant at median and higher quantiles. Functional value consistently impacts consumer intentions, particularly among health-conscious individuals. The results emphasize the need to tailor marketing strategies to different consumer engagement levels, addressing specific motivations for purchasing sustainable food products.

Responsible consumption is a complex issue due to the wide range of issues it addresses, and consumers feel confused about what actions are desirable in practice from a sustainability point of view. This confusion is exacerbated by a phenomenon known as "greenwashing". The purpose of the study is to determine the effectiveness of trust in sustainable brands as a predictor of consumer behavioural intentions in the context of the food market. The results of CAWI quantitative research conducted among Polish consumers are presented. As a result of the conducted analyses, the significance and linearity of the links between trust in sustainable brands and consumer intentions has been confirmed as well as the importance of trust as one of the explanatory variables or as a mediating variable.