Abstract Purpose In China, traditional health beliefs (THBs) emphasize that harmony with nature is essential for maintaining health and well-being, aligning with sustainable eating practices. This study aims to investigate the psychological mechanism by which THB influences the relationship between concerns for personal health and environmental sustainability in food consumption among Chinese consumers. Design This survey study recruited 978 consumers from China to complete an online questionnaire. The study measured participants’ beliefs in the superiority of Western versus Chinese healthcare to assess their THB. The questionnaire also included inquiries regarding the frequency of sustainable food consumption, food-related health concerns, and sustainability concerns. Data were analysed using a structural equation model. Findings The study’s findings reveal two ways in which THB can influence sustainable food consumption. Firstly, a stronger belief in THB is directly linked to more environmentally friendly food consumption behaviours. Secondly, there is a moderated mediating effect of THB on sustainability concerns. While THB does not directly relate to sustainability concerns, it influences how health concerns affect sustainability concerns. A strong belief in THB can strengthen the positive connection between health and sustainability concerns, ultimately leading to more sustainable food consumption. Originality The results highlight that traditional Chinese health beliefs can bridge the demand for good nutrition and a sustainable environment.
Xiao et al. (Mon,) studied this question.