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August 17, 2025Frontiers in Business Economics and Management

The Behavioral Economics of Green Consumption: How Moral Values and Material Limits Shape Food Choice in China

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Environmental attitude is the most significant positive predictor of green food purchase intention, enhancing adoption through trust and knowledge.
Price sensitivity negatively affects intention, especially among low-income consumers; wealthier groups show less sensitivity to costs.
The integrated model combines the Theory of Planned Behavior and Value-Belief-Norm theory, enriching the understanding of consumer behavior.
Policy exposure boosts green trust but does not directly enhance purchase intention, highlighting the complexity in consumer decision processes.

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Implication

Survey analysis reveals environmental attitude significantly boosts purchase intention for green food in China, suggesting improved trust and education are crucial.

Cite This Study

Hui Ma (2025) studied this question.

synapsesocial.com/papers/68a36c270a429f797332ffc0 https://doi.org/10.54097/gjema403

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Implication

Survey analysis reveals environmental attitude significantly boosts purchase intention for green food in China, suggesting improved trust and education are crucial.

The Behavioral Economics of Green Consumption: How Moral Values and Material Limits Shape Food Choice in China

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Discussion

Implication

Cite This Study

The Behavioral Economics of Green Consumption: How Moral Values and Material Limits Shape Food Choice in China

Key Points

Discussion

Implication

Cite This Study

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