Modelling the significance of health values, beliefs and norms on the intention to consume and the consumption of organic foods.

ABSTRACT: The present research aims to extend the value-belief-norm model by including health values, health consciousness, healthy eating beliefs, and trust in organic food as the impelling factors. This study empirically tested the holistic framework to understand the important factors in consumers' decision-making processes concerning organic food consumption. A web-based survey was performed to collect data from a convenience sample of 571 organic food consuming university students in China. The hypotheses were tested using partial least square structural equation modelling (PLS-SEM). Based on the findings, health values and health consciousness had substantial impacts on healthy eating beliefs, which in turn positively affected personal norms and awareness of consequences. Additionally, awarene

SUBMITTER: Yang Q 

PROVIDER: S-EPMC10320173 | biostudies-literature | 2023 Jun

REPOSITORIES: biostudies-literature