Antecedents of Green Food Purchase Intention: The Mediating Role of Health Consciousness and Attitude – Evidence from Jabodetabek

This study examines the factors influencing consumers’ intention to purchase green food using the Theory of Planned Behavior (TPB) as the main conceptual framework. Increasing environmental problems, food safety concerns, and unhealthy eating patterns have raised public interest in green food consumption. However, consumers’ purchase intention toward green food remains relatively low in Indonesia, making it important to understand the underlying psychological factors. The analyzed factors include environmental concern, food safety consciousness, health consciousness, and attitude toward green food, with health consciousness and attitude toward green food acting as mediating variables. This study employed a quantitative causal research design using an online questionnaire survey administered to 275 respondents in the Jabodetabek area who were familiar with green food products. Data were analyzed using Structural Equation Modeling (SEM) to test direct and indirect relationships among the variables. The results show that environmental concern, food safety consciousness, and health consciousness have significant positive effects on green food purchase intention. Environmental concern and food safety consciousness also significantly increase health consciousness, which leads to a more positive attitude toward green food. Attitude toward green food plays an important mediating role in strengthening purchase intention. These findings indicate that green food purchase intention is formed through a structured psychological process in which health awareness and positive attitudes connect consumers’ concerns to buying intention. This study contributes to the sustainable consumption literature and provides practical insights for promoting green food consumption in Indonesia.