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

Author

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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
    Department of Medical Management, Chung Shan Medical University Hospital, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan)

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.

Suggested Citation

  • Min-Yen Chang & Lin-Jyun Huang & Han-Shen Chen, 2021. "Towards More Sustainable Diets: Investigating Consumer Motivations towards the Purchase of Green Food," Sustainability, MDPI, vol. 13(21), pages 1-14, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:12288-:d:673954
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    References listed on IDEAS

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    Cited by:

    1. Markus Keck, 2022. "Special Issue: Sustainable Agri-Food Networks," Sustainability, MDPI, vol. 14(17), pages 1-5, August.
    2. Qi Yang & Yuejuan Hou & Haoran Wei & Tingqiang Chen & Jining Wang, 2022. "Nonlinear Diffusion Evolution Model of Unethical Behavior among Green Food Enterprise," Sustainability, MDPI, vol. 14(23), pages 1-22, December.

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