Formation Mechanism of Traditional Chinese Health Food Purchase Intention Among Young People

Rong Jin, Xuehua Liu, Yong Zhu and Xiao Yang ()
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Rong Jin: School of Public Administration, Jilin University, Changchun 130012, China
Xuehua Liu: School of Public Administration, Jilin University, Changchun 130012, China
Yong Zhu: School of Business and Management, Jilin University, Changchun 130012, China
Xiao Yang: School of Business and Management, Jilin University, Changchun 130012, China

Sustainability, 2025, vol. 17, issue 2, 1-19

Abstract: The traditional Chinese health food consumption market in China has experienced significant growth in recent years, with rising popularity among young people. However, how young people form their intentions to purchase traditional Chinese health food is still unclear. This study aims to redefine the concept of traditional Chinese health food and provide a theoretical foundation for understanding consumer behavior within this context. A specialized survey was conducted to test the proposed conceptual model. The results indicate that both health anxiety and traditional cultural identity have a significantly positive influence on young people’s purchase intention for traditional Chinese health food. Perceived consumption risk negatively affects their purchase intention for such products. Perceived consumption risk plays a negative moderating role in the relationship between traditional cultural identity and young people’s purchase intention for traditional Chinese health food. This study offers novel insights and strategic directions for traditional Chinese health food industry professionals, while also serving as an illustrative case for other countries seeking to comprehend the health food consumption landscape.

Keywords: traditional Chinese health food; purchase intention; youth group; health anxiety; traditional cultural identity; perceived consumption risk (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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