International Journal of Human Capital in Urban Management
Quarterly Publication

Analysis of the factors influencing consumers’ intention to purchase green food


Articles in Press, Accepted Manuscript
Available Online from 10 June 2026
International Journal of Human Capital in Urban Management

Document Type : ORIGINAL RESEARCH ARTICLE

Authors

N. W. Chien 1
G. Yujie 1
U. Udin 2
T. Zhi 1

1 School of Management, Universiti Sains Malaysia, Penang, Malaysia

2 Department of Management, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia

Abstract
BACKGROUND AND OBJECTIVES: 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.
METHODS: 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.
FINDINGS: 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.
CONCLUSION: 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.

Keywords

Customer perceived value
Environmental attitude
Green advertising
Green purchase intention
Product attributes
Social media
Subjects
Aertsens, J.; Verbeke, W.; Mondelaers, K.; Van Huylenbroeck, G., (2009). Personal determinants of organic food consumption: A review. Br. Food J., 111(10): 1140–1167. (28 pages).
Ahmed, N.; Li, C.; Khan, A.; Qalati, S. A.; Naz, S.; Rana, F., (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: Role of environmental concerns and environmental awareness. J. Environ. Plann. Manag., 64(5): 796–822 (27 pages).
Azzurra, A.; Massimiliano, A.; Angela, M., (2019). Measuring sustainable food consumption: A case study on organic food.            Sustain. Prod. Consum., 17: 95–107 (13 pages).
CGFDC., (2021). Outline of the 14th five-year plan for the development of green food industry (2021-2025).
Chang, C., (2011). Feeling ambivalent about going green. J. Advert., 40(4): 19–32 (14 pages).
Campino, J.; Mendes, F. P.; Rosa, Á., (2023). The race of ecological vehicles: consumer behavior and generation impact in the Portuguese market. SN Bus. Econ., 3(8): 148 (30 pages).
Chan, R. Y. K.; Lau, L. B. Y., (2002). Explaining green purchasing behavior: A cross-cultural study on American and Chinese consumers. J. Int. Consum. Market., 14(2–3): 9–40 (32 pages).
Chen, Y. C.; Tsui, P.L.; Lan, B. K.; Lee, C.S.; Chiang, Lee, M. C.; Tsai, M. Y.; Lin, Y. H., (2025). The role of perceived value in shaping consumer intentions: A longitudinal study on green agricultural foods. Br. Food J., 127(4): 1343–1360 (18 pages).
Chen, Y. S.; Chang, C. H., (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Manag. Decis., 50(3): 502–520 (19 pages).
Cheng, L.; Cui, H.; Zhang, Z.; Yang, M.; Zhou, Y., (2024). Study on consumers' motivation to buy green food based on meta-analysis. Front. Sustain. Food Syst., 8: 1405787 (21 pages).
Costa, C. S. R.; Costa, M. F. D.; Maciel, R. G.; Aguiar, E. C.; Wanderley, L. O., (2021). Consumer antecedents towards green product purchase intentions. J. Clean. Prod., 313: 127964 (9 pages).
Creswell, J. W., (2014). Research design: Qualitative, quantitative, and mixed methods approaches. SAGE Publications.
Dananjoyo, R.; Udin, U., (2025). The mediating role of brand experience in the relationship between social media marketing activities and customer based brand equity. Multi. Rev., 8(6): 5621 (10 pages).
Danish, M.; Ali, S.; Ahmad, M. A.; Zahid, H., (2019). The influencing factors on choice behavior regarding green electronic products: based on the green perceived value model. Econ., 7(4): 99 (17 pages).
Eldin, A. Y. S., (2024). Understanding purchase intentions in crisis: The role of trust and perceived value in Sudan's F-commerce during the COVID-19 pandemic. Int. J. Adv. Appl. Sci, 11(9): 76-87 (12 pages).
ElHaffar, G.; Cardoza, P. A.; Fakhry, F.; Dubé, L., (2025). Nudging consumers towards the most environmentally friendly warm dish: A field experiment applying traffic light label and single label interventions in a hospital cafeteria. Appetite, 214: 108054 (21 pages).
Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? Paper presented at the E3S Web Conf., 316: 01020 (14 pages).
Febriandika, N. R.; Millatina, A. N., (2023). A modeling of repurchase intention in Sharia hotels: An integrated model of price, location, religiosity, trust, and satisfaction. Int. J. Adv. Appl. Sci., 10(12): 161-171 (11 pages).
Fornell, C.; Larcker, D. F., (1981). Evaluating structural equation models with unobservable variables and measurement error. J. Mark. Res., 18(1): 39–50 (12 pages).
Gadeikiene, A.; Svarcaite, A., (2021). Impact of consumer environmental consciousness on consumer perceived value from sharing economy. Inz. Ekon., 32(4): 350–361 (12 pages).
Gleim, M. R.; Smith, J. S.; Andrews, D.; Cronin, J. J., (2013). Against the green: A multi-method examination of the barriers to green consumption. J. Retail., 89(1): 44–61 (18 pages).
Hudayah, S.; Ramadhani, M. A.; Sary, K. A.; Raharjo, S.; Yudaruddin, R., (2023). Green perceived value and green product purchase intention of Gen Z consumers: Moderating role of environmental concern. Environ. Econ. 14: 87–102 (16 pages).
Hoang, D. V.; Nguyen, T. T.; Tran, T. H., (2024). Relationship between environmental concern, price consciousness, and green purchasing behavior: The mediating role of perceived value. Econ. Stud. Pap., 14(2): 248-266 (19 pages).
Jacoby, J. (2002). Stimulus–organism–response reconsidered: An evolutionary step in modeling (consumer) behavior. J. Consum. Psychol. 12: 51–57 (7 pages).
Jiang, J.; Lau, T. C.; Pang, S. M.; Tan, B. C., (2025). Factors influencing Chinese consumers' green purchase intention: A quantitative analysis in the food industry. Food Res. 9: 117–125 (9 pages).
Jiang, Z.; Chan, J.; Tan, B. C.; Chua, W. S., (2010). Effects of interactivity on website involvement and purchase intention. J. Assoc. Inf. Syst., 11: 34–59 (26 pages).
Joshi, Y.; Uniyal, D. P.; Sangroya, D., (2021). Investigating consumers’ green purchase intention: Examining the role of economic value, emotional value and perceived marketplace influence. J. Cleaner Prod., 328: 129638 (8 pages).
Junipriansa, D.; Disastra, G. M., (2025). The Impact of Social Media Marketing and Lifestyle on Visit Decisions: The Mediating Role of the Millennial Generation. J. Manaj. Bis., 16(2): 395-417 (23 pages).
Kalro, H.; Joshipura, M., (2023), Product attributes and benefits: Integrated framework and research agenda. Mark. Intell. Plan., 41: 409–426 (18 pages).
Khasanah, M., (2024). The impact of habit and halal involvement on the intention to purchase international branded food: evidence from Indonesia. J. Islamic Mark., 16(7), 1949-1973 (25 pages).
Kim, H.; Lee, E. J.; Hur, W. M., (2012). The mediating role of norms in the relationship between green identity and purchase intention of eco-friendly products. Hum. Ecol. Rev., 19(2): 125-135 (11 pages).
Kim, W.; Cha, S., (2021). How attributes of green advertising affect purchase intention: The moderating role of consumer innovativeness. Sustainability, 13(16): 8723 (10 pages).
Kusuma, P. D.; Handayani, S. R. B., (2018). The effect of environmental knowledge, green advertising and environmental attitude toward green purchase intention. Russian J. Agric. Soc. Econ. Sci., 6(78): 95-105 (11 pages).
Li, S., (2023). Research on the Influence of Social Media Marketing on Consumers' Purchase Intention—Taking Xiaohongshu as an Example. Adv. Econ., Manage. Polit. Sci., 36: 1–4 (4 pages).
Li, Y.; Sun, H.; Mohammadi, A., (2024). Factors influencing green food purchase intentions: The intervening role of customer satisfaction and advertising. J. Int. Bus. Manage., 7(6): 1–16 (16 pages).
Li, Y.; Zhang, X.; Chen, Y., (2025). The mediating roles of green perceived value and green trust: Evidence from organic food consumers. Front. Sustain. Food Syst., 9: 1515792 (9 pages).
Lin, J.; Lobo, A.; Leckie, C., (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection, and brand loyalty. J. Retail. Consum. Serv. 35: 133–141 (9 pages).
Liu, Y.; Dong, K.; Wang, K.; Taghizadeh-Hesary, F., (2024). Moving towards sustainable city: Can China's green finance policy lead to sustainable development of cities? Sustain. Cities Soc. 102: 105242 (12 pages).
Ma, X.; Feng, X.; Fu, D.; Tong, J.; Ji, M., (2024). How does the digital economy impact sustainable development? An empirical study from China. J. Clean. Prod. 434: 140079 (11 pages).
Marcon, A.; Ribeiro, J. L. D.; Dangelico, R. M.; de Medeiros, J. F.; Marcon, É., (2022). Exploring green product attributes and their effect on consumer behaviour: A systematic review. Sustain. Prod. Consum., 32: 76-91 (16 pages).
Mehrabian, A.; Russell, J. A., (1974). An approach to environmental psychology. Massachusetts: The MIT Press.
Milfont, T. L., (2012). The Psychology of Environmental Attitudes: Conceptual and Empirical Insights from New Zealand. Ecopsychology, 4(4): 269-276 (8 pages).
Nuamthong, T.; Parnkam, S., (2024). Enhancing brand equity through social media marketing: A quantitative analysis of health and beauty product brands among Thai entrepreneurs. Int. J. Adv. Appl. Sci., 11(11): 156-167 (12 pages).
Nuryakin.; Md Saad, M.S.; Maulani, M.R., (2023). Purchase intention behavior of halal cosmetics. Comparing study between Indonesia and Malaysia millennial generation. J. Islamic Account. Bus. Res., 15(8), 1266-1292 (27 pages).
Qamari, I.N.; Khairunnisa, H.S., (2024). Customer Perceived Value in E-Retail: How It Drives Social Media Sharing Intention. In: Yang, XS., Sherratt, S., Dey, N., Joshi, A. (eds) Proceedings of Ninth International Congress on Information and Communication Technology. ICICT 2024 2024. Lecture Notes in Networks and Systems, vol 1003. Springer, Singapore (13 pages).
Rivas, A. A.; Liao, Y. K.; Vu, M.Q.; Hung, C. S., (2022). Toward a comprehensive model of green marketing and innovative green adoption: Application of a stimulus–organism–response model. Sustainability, 14(6): 3288 (17 pages).
Samaniego-Arias, M.; López-Sánchez, Y.; de la Puebla, M., (2025). The impact of social media on the purchase intention of green products: The mediating role of consumer perceived value. Sustainability, 17(6): 2706 (16 pages).
Sheikh, A. A.; Yousaf, M. F.; Alshuaibi, M. S.; Tariq, B.; Durrani, S.; Hameed, I.; Badawy, M., (2025). Modeling a value-attitude-behavior framework and personality traits: examining consumers’ green purchase behavior for environmentally friendly technology products. Discov. Sustain., 6(1): 779 (23 pages).
Sintia, L.; Siagian, Y. M.; Kurniawati, K., (2023). The determinants of purchase intention in social commerce. J. Manaj. Bis., 14(1): 214-237 (24 pages).
Sriviboon, C.; Bousri, A.; Santaweesuk, W., (2024). Impact of perceived price, appearance, and brand attachment on future purchase intentions: A case study of OTOP and SME products in Thailand. Int. J. Adv. Appl. Sci., 11(12): 155-161 (7 pages).
Sweeney, J. C.; Soutar, G. N., (2001). Consumer perceived value: The development of a multiple item scale. J. Retailing, 77(2): 203-220 (18 pages).
Welsch, H.; Kühling, J., (2009). Determinants of pro-environmental consumption: The role of reference groups and routine behavior. Ecol. Econ., 69(1): 166-176 (12 pages).
Wittenberg, I.; Fleury-Bahi, G.; Navarro, O., (2023). Editorial: Environmental attitudes in context: conceptualisations, measurements and related factors of environmental attitudes. Front. Psychol., 14 (2 pages).
Yoo, B.; Donthu, N.; Lee, S., (2000). An examination of selected marketing mix elements and brand equity. J. Acad. Mark. Sci., 28(2): 195–211 (17 pages).
Zeithaml, V. A., (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. J. Mark., 52(3): 2-22 (21 pages).
Zhao, X.; Lynch Jr., J. G.; Chen, Q., (2010). Reconsidering Baron and Kenny: myths and truths about mediation analysis. J. Consum. Res. 37(2): 197–206 (10 pages).
 
  • Receive Date 24 August 2025
  • Revise Date 08 December 2025
  • Accept Date 09 June 2026

Home

Authorship

Submit Manuscript

Indexing and Abstracting

Editorial Board

Unrestricted Reuse in Compliance with BOAI

Open Access Policy

Self-Archiving Policy

Privacy Statement

Publisher Business Model

Publisher and Sponsor

Contact Us