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Enhancing Green Food Consumption Intentions Among Chinese Generation X: Integrating Environmental Values and Self-Identity into the Theory of Planned Behavior

Year: 2025

Type: article

Abstract: Sustainable development purposes require strong emphasis on green food promotion as an essential component. The decision-making process of Generation X members toward green food consumption creates important effects on both personal health and environmental sustainability and social programs and economic stability. This research examines environmental self-identity and environmental values as predictors of green food consumption intentions with analysis of attitude and relevant intermediate factors include personal standards as well as perceived control over behavior. The researcher gathered data through convenience sampling from 480 Chinese Generation X participants. Statistical analysis followed the pretest to perform assessments for reliability and validity testing. Structural equation modeling (SEM) processed the data while validating confirmatory factor analysis and path analysis testing. Data analysis validates environmental values drive green food consumption intentions through their impact on green food attitudes and the reinforcement of subjective norms and perceived behavioral control which results in ecological and social benefits promoting pro-environmental choices. The research shows self-identity as an environmental entity positively affects green food consumption because it strengthens users' self-belief as eco-conscious consumers leading to intensified attitudes and subjective norms and perception of behavior control. The research enriches the TPB (theory of planned behavior) by proving that environmental attitudes respond to environmental factors including social environments along with economic capacity and living conditions to shape generation X consumers' intentions to buy green food. The results enable both policymakers and marketers to create effective strategies in green food consumption of promotion.

Source: Sustainability

DOI: 10.3390/su17072942

Authors: Lijun Du, Songyu Jiang

Institution: Rajamangala University of Technology Rattanakosin

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $2,896