Li Youyou, Shan Baoshun
Department of Business Administration, Dongshin University, Naju, Republic of Korea.
Department of Education, Dongshin University, Naju, Republic of Korea.
Front Nutr. 2025 Feb 21;12:1528016. doi: 10.3389/fnut.2025.1528016. eCollection 2025.
With the increasing rise of green consumption concepts, consumers are becoming more concerned with the health and environmental attributes of products. However, research on purchase intentions for green-packaged organic foods remains relatively limited, particularly regarding the specific impact of health consciousness and environmental awareness. There is a clear gap in the literature addressing these factors.
Based on the Theory of Planned Behavior (TPB), this study constructs a relationship model between health consciousness, environmental awareness, attitude, subjective norms, perceived behavioral control, and purchase intentions for green-packaged organic foods. A total of 372 valid survey samples were collected, and data analysis was performed using SPSS 26.0 and AMOS 28.0 software to validate the theoretical model and research hypotheses.
Structural equation modeling (SEM) analysis reveals that all hypotheses are significantly supported, and the model demonstrates good fit. Mediation effect analysis further reveals the impact of health consciousness and environmental awareness on purchase intentions, indicating that they influence consumer intentions indirectly through attitudes, subjective norms, and perceived behavioral control.
Health consciousness and environmental awareness not only significantly affect consumers' purchase intentions for green-packaged organic foods through direct paths but also have important indirect effects through attitudes, subjective norms, and perceived behavioral control. This study provides a new perspective for the theoretical development of green consumer behavior and offers valuable practical insights for businesses and policymakers in promoting green consumption and sustainable products.
随着绿色消费观念的日益兴起，消费者越来越关注产品的健康和环境属性。然而，关于绿色包装有机食品购买意愿的研究仍然相对有限，特别是关于健康意识和环境意识的具体影响。在解决这些因素的文献方面存在明显差距。
基于计划行为理论（TPB），本研究构建了健康意识、环境意识、态度、主观规范、感知行为控制与绿色包装有机食品购买意愿之间的关系模型。共收集了372个有效调查样本，并使用SPSS 26.0和AMOS 28.0软件进行数据分析，以验证理论模型和研究假设。
结构方程模型（SEM）分析表明所有假设均得到显著支持，且模型拟合良好。中介效应分析进一步揭示了健康意识和环境意识对购买意愿的影响，表明它们通过态度、主观规范和感知行为控制间接影响消费者意愿。
健康意识和环境意识不仅通过直接路径显著影响消费者对绿色包装有机食品的购买意愿，还通过态度、主观规范和感知行为控制产生重要的间接影响。本研究为绿色消费行为的理论发展提供了新视角，并为企业和政策制定者促进绿色消费和可持续产品提供了有价值的实践见解。
