Exploring the Roles of Green Food Consumption and Social Trust in the Relationship between Perceived Consumer Effectiveness and Psychological Wellbeing

Jianming Wang, Ninh Nguyen and Xiangzhi Bu
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Jianming Wang: School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou 310018, China
Ninh Nguyen: Department of Economics, Finance and Marketing, La Trobe Business School, La Trobe University, Melbourne 3086, Australia
Xiangzhi Bu: Department of Business Administration, Business School, Shantou University, Shantou 515063, China

IJERPH, 2020, vol. 17, issue 13, 1-14

Abstract: Green food consumption is a core issue that contributes to solving environmental pollution and achieving sustainable development. This study aims to investigate the mediating role of green food consumption and social trust in the relationship between perceived consumer effectiveness and psychological wellbeing to provide new insights into green food consumption, based on social ideal theory and social trust theory. Using a sample data of 514 consumers in China, the results of structural equation modeling showed that perceived consumer effectiveness was positively related to psychological wellbeing. Furthermore, green food consumption mediated the relationship between perceived consumer effectiveness and psychological wellbeing. In addition, social trust moderated the relationship between perceived consumer effectiveness and green food consumption. Social trust also moderated the indirect effect of perceived consumer effectiveness on psychological wellbeing through green food consumption. The findings of this study enrich the extant literature relating to green food consumption and have practical implications for business managers and policymakers.

Keywords: perceived consumer effectiveness; green food consumption; social trust theory; social ideal theory; psychological wellbeing; China (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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