Beyond Attitude: The Moderating Role of Sport and Leisure Involvement in Green Food Consumption and Sustainable Agriculture

As global concerns about sustainability and healthy eating intensify, this study provides new insights into the moderating role of sport and leisure involvement in sustainable food consumption, highlighting its influence on consumer decision-making patterns. Using structural equation modeling (SEM) and hierarchical regression analysis, we confirm that green involvement, health awareness, and environmental awareness significantly enhance consumer attitudes toward sustainable food, which in turn drive purchase intentions. Notably, consumers with low sport and leisure involvement rely more on their environmental attitudes when making purchasing decisions, whereas those with high sport and leisure involvement prioritize the functional and health-related attributes of sustainable food. This study offers a novel perspective on green consumption behavior theory while providing valuable insights for market segmentation, sustainable agriculture promotion, and regional revitalization. Our findings suggest that policymakers and businesses should tailor personalized marketing strategies and improve supply chain transparency to accelerate the growth of the green food market and promote economic and environmental sustainability.