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Explaining Chinese Consumers’ Green Food Purchase Intentions during the COVID-19 Pandemic: An Extended Theory of Planned Behaviour
Open accessAbstract
The outbreak of the COVID-19 pandemic has strongly influenced consumers’ habits and behaviours, creating a more sustainable and healthier era of consumption. Hence, there is a potential for further expanding the green food sector in China. The theory of planned behaviour (TPB) is one widely used framework to explain consumers’ food choices. Considering consumers’ internal norms, their perceptions of green food attributes, and the shifting consumer behaviour, our study has extended the TPB framework (E-TPB) by adding constructs of moral attitude, health consciousness, and the impact of COVID-19 (IOC). The results of structural equation modelling among 360 functional samples revealed that the E-TPB model has a superior explanatory and predictive power, compared with the original TPB model regarding Chinese consumers’ green food buying intentions in the current and post-pandemic periods. The path analysis demonstrated that attitude, perceived behavioural control, moral attitude, health consciousness, and IOC have significant positive effects on green food purchase intentions. However, the association between subjective norm and purchase intention varies within the TPB and E-TPB models, which showed a non-significant impact in E-TPB. These findings can generate more suitable managerial implications to promote green food consumption in China during the current and post-pandemic periods.
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“This psychological factor directly affects the purchase intention and operates through various psychological and social mechanisms [2,43,66].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [2]
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“with heightened health consciousness emerging as a key driver of purchase decisions [1,2,3,4,5,6]”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [2]
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“…“ Responsible consumption and production ” through research on pollution reduction, waste reduction, green foods, sustainable materials, green spaces, green products, green consumption, etc. (Farmer et al., 2017; Hosseini et al., 2021; Pinto et al., 2021; Qi & Ploeger, 2021; Rabiee et al., 2022).”
Beyond the first purchase: unpacking the continuance intentions behind sustainable consumption
Tong, X., Wang, K., & Feng, S. (2025) · Frontiers in Psychology · doi:10.3389/fpsyg.2025.1627728 · Cited by 12
“For instance, research expanding on TPB has demonstrated that various personal behavioral and cognitive factors, such as moral attitudes, health consciousness, and perceived external environmental impacts, significantly contribute to sustaining green consumption behavior (Qi and Ploeger, 2021).”
Nosi, C., Aquilani, B., & Fulco, I. (2023) · Journal of Consumer Marketing · doi:10.1108/jcm-06-2021-4699 · Cited by 9
Consumption Preferences for Truffles and Truffle-Based Products: An Application of the PLS-SEM Model
Laganà, V. R., Lombardi, F., Gregorio, D. M. D., & Nicolosi, A. (2024) · Sustainability · doi:10.3390/su16125002 · Cited by 9
Mazhar, W., & Zilahy, G. (2025) · British Food Journal · doi:10.1108/bfj-07-2024-0695 · Cited by 9
Du, L.-J., & Jiang, S. (2025) · Sustainability · doi:10.3390/su17072942 · Cited by 8
Xu, B., & Hwang, J. (2025) · Nutrition Research and Practice · doi:10.4162/nrp.2025.19.4.566 · Cited by 8
“The theory of planned behavior (TPB) provides a useful framework for understanding behavioral intentions through three core constructs: attitudes, subjective norms, and perceived behavioral control (PBC) [8-10].”
Wang, Y., Qiao, T., & Liu, C. (2023) · Healthcare · doi:10.3390/healthcare11101509 · Cited by 8
“During the COVID-19 pandemic, TPB has been frequently employed to investigate behaviors related to pandemic control [38], vaccination [39], physical exercises [40], healthy eating [41], health protective measures [42], health information-sharing [43], and other behaviors.”
MethodGómez-Bayona, L., Valencia-Arías, A., García-Salirrosas, E. E., Requejo, C. C. E., & Moreno-López, G. (2023) · Sustainability · doi:10.3390/su15119090 · Cited by 12
Impact of Emotional Perceptions and Social Influences on Green Consumption Practices in Vietnam
Le, N. V. N., Lam, P. H., Tuyet, C. H., & Hoa, N. T. L. (2024) · Challenges in Sustainability · doi:10.56578/cis120103 · Cited by 13
“The TPB theory has been applied to investigate consumer behavior in many research fields, such as Cachero-Martínez (2020), Qi & Ploeger (2021), and Dhir et al. (2021).”
Jing, H., & Rasiah, R. (2025) · Cleaner and Responsible Consumption · doi:10.1016/j.clrc.2025.100296 · Cited by 7
Zhang, Y., Quoquab, F., Mohammad, J., & Tao, Y. M. (2025) · British Food Journal · doi:10.1108/bfj-07-2024-0707 · Cited by 7
Mohammed, A. (2024) · Innovative Marketing · doi:10.21511/im.20(3).2024.04 · Cited by 6
Wang, J., Lian, X., & Qi, X. (2025) · Humanities and Social Sciences Communications · doi:10.1057/s41599-025-05681-3 · Cited by 7
“In the context of Chinese culture, this indirect path may be better understood through the lens of collectivist values, which emphasize social harmony, group consensus, and interpersonal in fl uence (Qi & Ploeger, 2021).”
Self-citationKaur, B., Gangwar, V. P., Dash, G., Khan, N., & Alkhoraif, A. A. (2023) · Polish Journal of Environmental Studies · doi:10.15244/pjoes/172037 · Cited by 13
Pandemic-induced changes in household-level food diversity and diet quality in the U.S.
Simandjuntak, D. P., Jaenicke, E. C., & Wrenn, D. H. (2024) · PLoS ONE · doi:10.1371/journal.pone.0300839 · Cited by 6
Anand, A., Jangra, S., Gupta, A., & Tewary, T. (2024) · FIIB Business Review · doi:10.1177/23197145241284080 · Cited by 7
Ma, K., Liu, B.-H., & Zhang, J. (2024) · Sustainability · doi:10.3390/su16219179 · Cited by 6
Understanding Green Food Consumption Behavior
Mazhar, W., & Zilahy, G. (2023) · Periodica Polytechnica Social and Management Sciences · doi:10.3311/ppso.21002 · Cited by 6
Zhang, D., Ji, R., & Park, S.-D. (2025) · Sustainability · doi:10.3390/su17136174 · Cited by 10
Qazi, H., Alam, S., & Phulpoto, A. (2023) · Pakistan Journal of Humanities and Social Sciences · doi:10.52131/pjhss.2023.1103.0646 · Cited by 5
“Qi and Ploeger (2021) in their research used the theory to clarify people's food preferences.”
BackgroundRombach, M., Dean, D., & Baird, T. (2021) · Horticulturae · doi:10.3390/horticulturae7120575 · Cited by 5
Divayana, F. N., Nurmalina, R., & Suprehatin, S. (2022) · Forum Agribisnis · doi:10.29244/fagb.12.1.161-170 · Cited by 4
Nakhonchaigul, K., & Siriyota, K. (2024) · International Journal of Analysis and Applications · doi:10.28924/2291-8639-22-2024-128 · Cited by 9
“[21] found that health consciousness significantly influences the intention to purchase environmentally friendly foods.”
BackgroundDoes Purpose Matter? Examining Consumers Purchase Intention of for-Profit Social Enterprises (FPSE)
Neutzling, D. M., Luz, R. S. S. C., de Souza, L. L. F., Rocha, T. N., & de Mascena, K. M. C. (2024) · Journal of Social Entrepreneurship · doi:10.1080/19420676.2024.2358442 · Cited by 4
“Results from H1 and H2 are convergent with other TPB and PI studies (Abbasi et al. 2021; Dionysis, Chesney, and McAuley 2022; Lim et al. 2022; Qi and Ploeger 2021).”
Leyva-Hernández, S. N., Arango-Ramírez, P. M., Rosales, V. M. G., & Mendoza, Ó. G. (2022) · Estudios Sociales Revista de Alimentación Contemporánea y Desarrollo Regional · doi:10.24836/es.v32i60.1237 · Cited by 3
Li, Z., Fu, W. H., Luo, M., & Chen, J. (2022) · Land · doi:10.3390/land11122116 · Cited by 3
Metadata
- Authors
- Qi, X., & Ploeger, A.
- Affiliations
- University of Kassel (DE)
- Corresponding author
- Qi, Xin
- Venue
- Foods
- Publisher
- MDPI AG
- Published
- 2021-05-26
- Volume
- 10
- Issue
- 6
- Pages
- 1200
- ISSN
- 2304-8158 (ISSN-L)
- PMC
- PMC8227529
- OpenAlex
- W3164929864
- Cited by
- 146
- References
- 63
- Citations by year
- 2026: 15 · 2025: 24 · 2024: 38 · 2023: 28 · 2022: 34 · 2021: 7
- FWCI
- 24.59
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Foods (publishedVersion, cc-by)
- PubMed Central (publishedVersion, cc-by)
- PubMed (publishedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Kobra (Universitätsbibliothek Kassel) (cc-by)
- Funders
- Deutsche Forschungsgemeinschaft
- Universität Kassel
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Keywords
- green food, purchase intention, theory of planned behavior, COVID-19 pandemic, moral attitudes, health consciousness, perceived behavioral control, subjective norms, attitudes, green food consumption, Chinese consumers, sustainable consumption
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