Agrowellness Goods Distribution in the Light of Sustainability: The Consumer Perspective and the Case of Slovenia's Eastern Cohesion Region

This study explores the distribution of agrowellness products and services from a sustainability perspective, focusing on consumer perceptions in Slovenia's Eastern Cohesion Region. Utilizing an empirical approach through an online survey, the research assesses how sustainable lifestyle practices influence the frequency of agrowellness goods consumption and their perceived availability. The study employs structural equation modeling (SEM) to test four hypotheses, revealing that sustainable lifestyle practices positively affect the frequency of agrowellness product usage, enhancing the perception of product availability. A critical novel contribution of the research is identifying sociodemographic factors as significant moderators of these relationships, offering more profound insights into consumer behavior. Additionally, the frequency of use mediates the link between a sustainable lifestyle and perceived availability, with gender, age, education, and the place of residence as essential moderators. The findings contribute to theory and practice, offering actionable recommendations for marketing and distribution strategies to enhance the accessibility and appeal of agrowellness products. These insights provide valuable guidance for stakeholders in agriculture, rural development, and wellness tourism, with broader implications for policy development aimed at promoting sustainable lifestyles and supporting rural economies.