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August 18, 2025FoodsOpen Access

Cognitive–Affective Negotiation Process in Green Food Purchase Intention: A Qualitative Study Based on Grounded Theory

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Qualitative analysis reveals how cognitive evaluations and emotional responses shape green food purchase intentions.

Findings show that external factors impact behavioral intentions through affective mediators like green trust and perceived value.
Sentiment analysis confirmed emotional trust and reassurance are crucial for fostering green food consumption intentions.
This grounded theory study involved 26 interviews with Chinese consumers, achieving theoretical saturation through qualitative insights.
The proposed model enhances the Theory of Planned Behavior by incorporating affective mediation and market-specific trust dynamics.

Lian et al. (2025) studied this question.

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