Health-driven mechanism of organic food consumption: A structural equation modelling approach

• DOI: 10.1016/j.heliyon.2024.e27144
• Publication Date: 2024-02-28T16:56:23Z
• Authors: Changxu Wang; Jinyong Guo; Wenbin Huang; Yonghong Tang; Rita Yi Man Li; Xiaoguang Yue
• Keywords: Consumption

The COVID-19 pandemic seriously threatened human survival and development. It has also highlighted the significant correlation between ecological public health. After three years of COVID pandemic, Chinese consumers have become more aware importance Especially in Internet era, consumers' purchasing methods health awareness been changed. Consumers can buy nutritious organic foods. To understand impact consumer psychology beliefs on willingness to purchase food post-pandemic period, this study uses beef as an example extracts key variables from basic theories. theories include Health Belief Model (HBM), Theory Planned Behavior (TPB), Norm Activation (NAM), respectively. Specifically, perceived susceptibility severity are combined form a belief variable that drive purchasing. In contrast, benefit, moral norms, self-efficiency, controllability introduced mediating construct driving factors Structural equation modeling (SEM) mediation effect tests used analyse 539 samples. Meanwhile, paths mechanisms concern other explored. results show is important factor. significantly promote formation beef. Mediation suggest indirectly affect through controllability, but self-efficiency not significant. This provides references for government regulation certification foods well enterprises'organic marketing strategies.