Tehran Urban Research & Planning Center: Tehran Municipality International Journal of Human Capital in Urban Management 2476-4698 Articles in Press 2026 06 10 Analysis of the factors influencing consumers’ intention to purchase green food 736497 10.22034/IJHCUM.2026.04.04 EN N. W. Chien School of Management, Universiti Sains Malaysia, Penang, Malaysia G. Yujie School of Management, Universiti Sains Malaysia, Penang, Malaysia U. Udin Department of Management, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia 0000-0002-5491-9085 T. Zhi School of Management, Universiti Sains Malaysia, Penang, Malaysia Journal Article 2025 08 24 <strong>BACKGROUND AND OBJECTIVES:</strong> With sustained socio-economic development, problems such as resource constraints, ecological damage, and food safety have become increasingly prominent and have become important factors constraining sustainable development. To address these challenges, this study applies the stimulus–organism–response framework to examine key factors that shape consumers’ green purchase intention in the food industry in China. Green advertising, environmental attitude, product attributes, and social media influence are conceptualized as external stimuli, while customer perceived value represents the internal psychological mechanism driving behavioural intention.<br><strong>METHODS:</strong> A total of 371 valid survey responses were analysed using Statistical Package for Social Sciences software (version 27.0) and Analysis of Moment Structures (version 28.0) to conduct reliability testing, factor analysis, structural modelling, and mediation analysis.<br><strong>FINDINGS:</strong> All four external variables significantly increase customer perceived value, which in turn strengthens green purchase intention. Mediation results show that customer perceived value partially mediates the effects of green advertising and product attributes, and fully mediates the effects of environmental attitude and social media influence.<br><strong>CONCLUSION: </strong>The study demonstrates that customer perceived value plays a central role in transforming external green marketing stimuli into purchase intention. These findings provide theoretical insight for stimulus–organism–response-based green marketing research and practical guidance for food enterprises seeking to promote sustainable consumer behaviour.