Digital literacy, ecological values, and green food consumption: an extended Theory of Planned Behavior model in Chinese universities.

ABSTRACT:

Introduction

Given the importance of green food consumption for public health and sustainability, understanding its drivers among university students is crucial for effective health promotion. This study investigates how digital literacy and ecological values shape green food consumption within an extended Theory of Planned Behavior (TPB) framework.

Methods

We collected survey data from 836 Chinese university students. An expanded TPB model, which included digital literacy and ecological values, was developed and tested using structural equation modeling to examine their effects on consumption intentions and behaviors.

Results

The model yielded three main findings. First, digital literacy was directly associated with purchase intention (β = 0.257, p < 0.

SUBMITTER: He J 

PROVIDER: S-EPMC12727889 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature