A Study on the Impact of Consumer Values of Sustainable Food Companies on Belief, Norms, and Green Purchase Intention : Focusing on the VBN Model

Objective : This study aims to provide foundational data on green purchasing behavior by identifying the relationship between customer values, belief, norms, and green purchasing intention related to sustainable food companies. Methods : This study set Hypotheses using the VBN model, and the survey was conducted with adults aged 20 and older who had experience with sustainable food companies within the past year. This study also tested Hypothesis through statistical analysis of data from 461 completed questionnaires. Results : Ecological and economic values positively affect belief. Belief positively influences personal norm and subjective norm, and both norms positively affect green purchase intention. Implications : It is necessary to establish marketing strategies and long-term, systematic programs to encourage eco-friendly behavior among consumers. Additionally, it is essential to make both individuals and potential customers aware of the negative environmental impacts of food-related consumption.