Enhancing Green Food Consumption Intentions Among Chinese Generation X: Integrating Environmental Values and Self-Identity into the Theory of Planned Behavior

Lijun Du and Songyu Jiang ()
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Lijun Du: Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Nakhon Pathom 73170, Thailand
Songyu Jiang: Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Nakhon Pathom 73170, Thailand

Sustainability, 2025, vol. 17, issue 7, 1-27

Abstract: Sustainable development purposes require strong emphasis on green food promotion as an essential component. The decision-making process of Generation X members toward green food consumption creates important effects on both personal health and environmental sustainability and social programs and economic stability. This research examines environmental self-identity and environmental values as predictors of green food consumption intentions with analysis of attitude and relevant intermediate factors that include personal standards as well as perceived control over behavior. The researcher gathered data through convenience sampling from 480 Chinese Generation X participants. Statistical analysis followed the pretest to perform assessments for reliability and validity testing. Structural equation modeling (SEM) processed the data while validating confirmatory factor analysis and path analysis testing. Data analysis demonstrates that environmental values directly drive green food consumption intentions. These values operate through two key pathways: (1) shaping positive attitudes toward green food, and (2) reinforcing subjective norms and perceived behavioral control. These mechanisms collectively promote pro-environmental choices with measurable ecological and social benefits. The research shows self-identity as an environmental entity positively affects green food consumption because it strengthens users’ self-belief as eco-conscious consumers leading to intensified attitudes and subjective norms and perception of behavior control. The research enriches the TPB (theory of planned behavior) by proving that environmental attitudes respond to environmental factors including social environments along with economic capacity and living conditions to shape generation X consumers’ intentions to buy green food. The findings advance sustainable consumption theories by revealing generation-specific behavioral mechanisms, while providing actionable insights for designing targeted green marketing strategies and policy interventions.

Keywords: generation X; green food consumption; sustainable consumption; theory of planned behavior (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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