What does this research mean for the field?

Green food purchase intention among higher education students is primarily driven by attitude, subjective norms, and perceived behavioral control, with attitudes being shaped by perceived severity, benefits, and barriers, rather than perceived susceptibility. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To evaluate the determinants of green food purchase intention among higher education students by integrating the Health Belief Model and the Theory of Planned Behavior.

September 5, 2026Open Access

Integrating the Health Belief Model and Theory of Planned Behavior to Explain Green Food Purchase Intention among Higher Education Students in Wuhan, China

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To evaluate the determinants of green food purchase intention among higher education students by integrating the Health Belief Model and the Theory of Planned Behavior.
Administered online and on-campus surveys using convenience and purposive sampling among full-time university students aged 18 years or older in Wuhan, China who had prior experience purchasing certified green food (N=570).
Applied structural equation modeling to analyze relationships among health beliefs, behavioral controls, subjective norms, attitudes, and purchase intentions.
Attitude, subjective norm, and perceived behavioral control positively predicted green food purchase intention, accounting for 56.1% of its total variance.
Perceived severity and perceived benefits positively influenced attitude, whereas perceived barriers exerted a negative effect; perceived susceptibility showed no significant effect.
Attitude served as a significant mediator for the effects of perceived severity, perceived benefits, and perceived barriers on purchase intention.

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Implication

Survey study uncovers drivers of green food purchase intention in university students, highlighting the role of perceived benefits and control over perceived health vulnerability.

Cite This Study

姚韵晨 et al. (2026) studied this question.

synapsesocial.com/papers/6a9bd49d6b95aff0620ec59b https://doi.org/10.5281/zenodo.22271582

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Implication

Survey study uncovers drivers of green food purchase intention in university students, highlighting the role of perceived benefits and control over perceived health vulnerability.

Integrating the Health Belief Model and Theory of Planned Behavior to Explain Green Food Purchase Intention among Higher Education Students in Wuhan, China

Key Points

Discussion

Implication

Cite This Study

Integrating the Health Belief Model and Theory of Planned Behavior to Explain Green Food Purchase Intention among Higher Education Students in Wuhan, China

Key Points

Discussion

Implication

Cite This Study

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