Factors Influencing Green Food Purchase Intentions: The Intervening Role of Customer Satisfaction and Advertising

The coronavirus pandemic has changed people's diets and consumption structures.In recent years, the increasingly serious food safety and environmental problems have also made people gradually increase their awareness of green food.However, the proportion of green food consumption in the Chinese market is still insufficient, which seriously threatens society's sustainable development.The present research aims to explore the most significant factors (attitude, eWOM, and consumer perceived CSR) that influence consumers' green food purchase intention in the Chinese context.Moreover, the mediating role of customer satisfaction and the moderating role of advertising are also examined.This study uses quantitative methods.Data is collected from Chinese consumers in the 25-45 age group who live in Shandong province of China via random sampling.SPSS and Smart-PLS are used to analyze the data and answer research questions.This study has specific theoretical and empirical significance in promoting the healthy development of China's green food market in the future.