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

Our findings confirm that integrating digital literacy and ecological values into the TPB provides a more robust model for explaining green food consumption. Digital literacy serves as essential cognitive capital, while ecological values are foundational. The decoupling of digital literacy from subjective norms points to evolving social influence mechanisms in digital environments. This research offers practical insights for interventions and a strong theoretical foundation for future studies on sustainable dietary behaviors.