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

Purpose This study explores consumer behaviour in the emerging green food products market, specifically the effects of health consciousness, attitudes toward the environment, and eco-social benefits on purchase behaviour. For this purpose, it mobilises the Value-Attitude-Behaviour model. Design/methodology/approach Using a quantitative research design, this study collected data through structured questionnaires from a stratified random sample of consumers in China. Structural Equation Modelling was employed to analyse the relationships between the constructs. Findings The results show that health consciousness positively influences consumer attitudes, which in turn affect purchase intention and the willingness to pay a premium for green food. Health consciousness was the strongest predictor of both attitudes and behavioural outcomes. Originality/value This study contributes to the literature on green consumption in emerging markets by integrating the VAB model with empirical evidence that underscores the nuanced role of health consciousness in shaping green consumer attitudes and behaviour. It also offers managerial implications for marketers and policymakers aiming to promote sustainable consumption practices.