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

Min-Yen Chang, Lin-Jyun Huang and Han-Shen Chen
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Min-Yen Chang: Department of Accounting, Jiaxing University, Jiaxing 314001, China
Lin-Jyun Huang: Department of Health Industry Technology Management, Chung Shan Medical University, Taichung City 40201, Taiwan
Han-Shen Chen: Department of Health Industry Technology Management, Chung Shan Medical University, Taichung City 40201, Taiwan

Sustainability, 2021, vol. 13, issue 21, 1-14

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.

Keywords: consumer behavior; food choice motivations; precooked plant-based foods (PPBFs); novel and healthier products; green food (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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