Towards More Sustainable Diets: Investigating Consumer Motivations towards the Purchase of Green Food

Abstract

The concept of green consumption has become an environmental topic that draws worldwide attention. In order to mitigate environmental damage, it is imperative to increase the recyclability of the food system, and therefore, novel, sustainable, and produced foods need to be supplied to the food system. Among such foods, precooked plant-based foods (PPBFs), which feature health, convenience, and functionality, have become a new trend of the food culture. This study uses the value–attitude–behavior (VAB) model as the theoretical framework and incorporates research variables, such as “environmental concern”, “time pressure”, and “cooking habit”, so as to discuss consumers’ behavioral intention toward PPBFs. The research results reveal the following: (1) consumers’ health value and interest in PPBFs will significantly affect their behavioral intention; (2) there is a significant relationship between environmental concern and behavioral intention; and (3) time pressure and cooking habits indicate an insignificant relationship with behavioral intention.

Nonlinear Diffusion Evolution Model of Unethical Behavior among Green Food Enterprise

“…(2) This study analyzes the dynamic evolution characteristics of the diffusion of unethical behavior among green food enterprise, thus making the research conclusion realistic. (3) This study provides novel conclusions that have theoretical and practical application value: single adjustment of the level of enterprise moral clarity, damage degree of unethical behavior, and enterprise influence can only reduce the diffusion probability of unethical behavior to a certain extent. Even if the formulation of control strategies is based on their interaction, the diffusion remains unable to disappear.…”

“…Moral and ethical issues of green food enterprises are transcending the traditional research category of philosophy, and unethical behavior has gradually become a common concern in the field of enterprise management theory and practice [1,2]. With the continuous development of green food, green food safety has gradually become the focus of attention [3][4][5][6]. Green food enterprise refers to enterprises in accordance with the scientific method to produce and process pollution-free safe, high-quality and nutritious foods.…”

Factors shaping the adoption of sustainable vegan diets

“…Its versatility is evident across various domains, including contexts centered around environmental and ethical considerations (Kim & Hall, 2021). Within the domain of food consumption, the VAB model has been proven to be indispensable in comprehending consumer attitudes and behaviors concerning green foods (Chang et al, 2021), seaweed food products (Govaerts & Olsen, 2022), online food buying (Yan et al, 2022) and sustainable consumption (Chang et al, 2021; Kim et al, 2020).…”

Understanding Green Food Consumption Behavior

“…After attitude, environmental concern seems to be another factor determining green food purchase intention. According to Chang et al (2021), environmental concern leads to the intention to purchase pre-cooked plant-based food. Similarly, the results of Shen and Chen's (2020) study revealed environmental concern is significantly associated with the purchase intention of meat alternatives.…”