Investigating the Impact of the Theory of Planned Behavior and Food Literacy on Green Food Purchasing Intentions Among Chinese Baby Boomers, Generation X, and Generation Y

Dangchen Sui (), Jiaxin He (), Ke Liu and Xinyan Lv
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Dangchen Sui: International Business School, Shaanxi Normal University, Xi’an 710062, China
Jiaxin He: International Business School, Shaanxi Normal University, Xi’an 710062, China
Ke Liu: International Business School, Shaanxi Normal University, Xi’an 710062, China
Xinyan Lv: International Business School, Shaanxi Normal University, Xi’an 710062, China

Sustainability, 2024, vol. 16, issue 23, 1-26

Abstract: In the context of escalating environmental concerns and the imperative for sustainable consumption, this study meticulously examines the variations in food literacy and the propensity to purchase green food among Chinese consumers across three generational cohorts: baby boomers, generation X, and generation Y. Utilizing the theory of planned behavior (TPB) as a conceptual framework, and employing SPSS and structural equation modeling (SEM) for rigorous data analysis, the research elucidates the influence of generational attributes on green food consumption patterns. The study’s importance is marked by its unique contributions: it identifies intergenerational discrepancies in food literacy and furnishes empirical support for the enhancement of green food literacy across all consumer demographics. Furthermore, the research constructs an innovative model of food literacy that integrates generational traits, establishing a theoretical scaffold for advancing consumers’ green food literacy. This comprehensive model synthesizes the determinants of generational variations, food literacy, and the intention to consume green food. Findings from a demographically stratified sample of 720 participants, with equal representation from each cohort and gender (240 participants per cohort), highlight the distinct profiles in food literacy and green food purchasing intentions. These findings are instrumental for stakeholders in formulating nuanced strategies that promote sustainable consumption practices, tailored to the specific characteristics of each generational group within the Chinese market.

Keywords: food literacy; differences across generational cohorts; Chinese consumer behavior; theory of planned behavior; structural equation modeling (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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