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April 29, 2026British Food Journal

Willingness to pay a premium for green food in emerging markets: the role of environmental and eco-social attitudes

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Authors

XGXin Gao

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Overview

Quantitative analysis reveals health consciousness enhances consumer attitudes and willingness to pay for green food in emerging markets, suggesting implications for policymakers.

Key Points

  • This study investigates how health consciousness and attitudes affect consumer behavior regarding green food in emerging markets.
  • Quantitative research design using structured questionnaires
  • Data collected from a stratified random sample of consumers in China
  • Analysis performed using Structural Equation Modelling
  • Health consciousness positively influences consumer attitudes
  • Positive attitudes increase purchase intention for green food
  • Willingness to pay a premium is affected by health consciousness
  • Health consciousness is the strongest predictor of attitudes and behavior

Cite This Study

Xin Gao (2026) studied this question.

synapsesocial.com/papers/69f1545d879cb923c494497ehttps://doi.org/10.1108/bfj-10-2025-1478
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Embracing a Sustainable Future: How Environmental Consciousness Influences Green Purchase Behaviour2026
  2. 2The Behavioral Economics of Green Consumption: How Moral Values and Material Limits Shape Food Choice in China2025
  3. 3Customer’s attitude and purchasing behaviour of green food: The moderating role of environmental concerns and trust2024
  4. 4Examining the Antecedents of Green Purchase Intention2024
  5. 5Factors Influencing Green Food Purchase Intentions: The Intervening Role of Customer Satisfaction and Advertising2024 · 1 citations