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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Rong Jin & Xuehua Liu & Yong Zhu & Xiao Yang, 2025. "Formation Mechanism of Traditional Chinese Health Food Purchase Intention Among Young People," Sustainability, MDPI, vol. 17(2), pages 1-19, January.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:2:p:707-:d:1569265
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    References listed on IDEAS

    as
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    2. Kuo-Liang Chang & Shang-Chia Chiou & Jih-Lian Ha, 2014. "Effects of American cultural identity on purchase intention of American commodity — an example of American military housing after the war," Acta Oeconomica, Akadémiai Kiadó, Hungary, vol. 64(supplemen), pages 303-315, November.
    3. David Throsby, 2003. "Determining the Value of Cultural Goods: How Much (or How Little) Does Contingent Valuation Tell Us?," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 27(3), pages 275-285, November.
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