Understanding women’s green food consumption in Beijing: Integrating knowledge–attitude–behavior and health belief models

Promoting women's green food consumption contributes to SDGs 3, 5, 12, and 13. This study investigates how women in Beijing translate knowledge into certified green food consumption via health belief pathways. We surveyed 676 female consumers (aged 20-60) using purposive and quota sampling across various retail venues. Structural equation modeling (SEM) tested the proposed model. Results indicate that both subjective and objective knowledge significantly increase perceived benefits, susceptibility, and severity, while reducing perceived barriers. However, neither knowledge form directly affects consumption behavior. Instead, behavior is driven by health belief constructs, with cues to action also being a significant predictor. Furthermore, income and education level positively influence green food consumption. These findings theoretically enrich the discussion by integrating the Knowledge Attitude Behavior model with the Health Belief Model and distinguishing knowledge types. We also offer practical guidance for policymakers, certification bodies, retailers, and health educators aiming to promote safer, more sustainable food consumption.