What does it take to drive young consumers to purchase green food? Perceived usefulness, environmental problem, or fear of pandemic recurrence?

Guided by attribution theory, this study aims to examine the influence of perceived usefulness and perceived deterioration of environmental problems on young consumers’ purchase intentions for green food in China. Furthermore, to test the mediating effects of a healthy lifestyle and attitude towards green food, as well as the moderating role of fear of pandemic recurrence. An online questionnaire survey was conducted targeting young Chinese consumers, which yielded 323 usable responses. The SEM-PLS technique was employed to test the hypothesized relationships. The study’s findings suggest that perceived usefulness and attitude positively affect green food purchase intentions. Furthermore, the study revealed that healthy lifestyles acted as a mediator in the relationship between perceived usefulness, perceived deterioration of environmental problems, and attitude towards green food. Furthermore, this study validated the role of fear of pandemic occurrence in moderating the relationship between attitude towards green food and intentions to purchase it. This research extends the application of attribution theory in the green food research field and contributes to new knowledge for a better understanding of green food purchase intention for the young consumer demographic. Furthermore, this study established and examined novel relationships, including the mediating effects of a healthy lifestyle and attitude towards green food as well as the moderating role of fear of pandemic recurrence in narrowing the gap between attitude and behavior intention. The study’s findings offer valuable insights for policymakers and green food marketers, emphasizing the significance of fostering positive perceptions and attitude towards green food.