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The purpose of this study is to understand the factors influencing sustainable eating behavior among consumers using social cognitive theory, which explains individual moral behavioral changes through multidimensional psychological mechanisms. While the importance of sustainable eating behavior is increasingly emphasized due to societal issues such as global warming, consumers face various ethical dilemmas when they seek to pursue sustainable eating behavior. However, there is limited research that examines this from an ethical consumption perspective. Therefore, this study aimed to deeply analyze and understand the factors influencing ethical consumption behavior patterns. The research findings revealed several key points. Firstly, it was found that green food consumption self-efficacy positively influences sustainable eating behavior. Secondly, it was confirmed that outcome expectations mediate this relationship. Thirdly, the understanding of the food system moderates the mediating effect between individual outcome expectations and sustainable eating behavior. Fourthly, the understanding of the food system also moderates the relationship between green food consumption self-efficacy and sustainable eating behavior. In conclusion, this study is significant in that it empirically investigates sustainable eating behavior from an ethical consumption perspective, which has been scarce in previous research. Additionally, it demonstrates that the dimension of outcome expectations may vary depending on environmental and social conditions compared to previous studies.
Seo et al. (Fri,) studied this question.