The Effect of Product Attributes and Green Value of Pre-made Foods on Purchase Intention: The Mediating Effect of Consumer Attitude

The market for pre-made foods has been growing rapidly due to the rise in single-person households and the spread of convenience food consumption trends, making it strategically crucial to understand consumer purchasing behavior. Accordingly, this study analyzed the effects of product attributes (taste, packaging, convenience) and the green value of pre-made foods on purchase intention, as well as the mediating effect of consumer attitude. The data were collected via online surveys on a Chinese research platform, and 306 Chinese responses were used in the final analysis. The results of this study were as follows: First, all product attributes of pre-made foods were identified as factors that significantly and positively influence consumer attitude. Second, taste and convenience were identified as factors influencing purchase intention, while packaging and green value were not. Third, consumer attitude was identified as a direct factor influencing purchase intention and as a mediator of the relationships between product attributes and both green value and purchase intention. From the results, strategic implications for revitalizing the pre-made food market can be derived, and useful information can be provided to the food industry and policymakers.