The Structural Relationships among Consumer Emotion toward Eco-Friendly Foods, Consumption Values, Brand Image, and Repurchase Intention

This study investigates the structural relationships among consumption emotion, consumption value, brand image, and repurchase intention in the context of zero-waste food consumption, which has gained increasing attention amid growing concerns over climate change. A total of 317 valid responses were collected through an online survey conducted in May 2025. Structural equation modeling (SEM) was employed to test six hypotheses. The results revealed that consumption emotion significantly influenced consumption value and repurchase intention, but not brand image. Consumption value had a strong positive effect on both brand image and repurchase intention, while brand image also positively affected repurchase intention. Model fit indices indicated a good fit (e.g., CFI=.959, RMSEA=.065), supporting the robustness of the proposed model. These findings offer meaningful insights into consumer behavior toward sustainable food choices and provide strategic implications for eco-conscious brand management.