Towards more sustainable diets: Investigating consumer motivations towards the purchase of green food

Abstract

The concept of green consumption has become an environmental topic that draws world-wide attention. In order to mitigate environmental damage, it is imperative to increase the recyclabil-ity 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) con-sumers’ 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.