Green but hesitant: how adventurous spirit and perceived value shape the attitude–behavior gap in frozen food choices

Purpose Amidst the gap between green attitude and behavior, this study analyzes the role of green adventurous spirit on the attitude-behavior gap in frozen food choices and the effect of perceived value on the green behavior-loyalty linkage. Design/methodology/approach A quantitative methodology was employed, with primary data obtained through two time-variant surveys of a sample of Saudi frozen food consumers, while the proposed hypotheses were tested using the partial least squares structural equation modeling (PLS-SEM). Findings Environmental concern and green thinking positively influence the green adventurous spirit such that consumers with a mindset to try new green products are likely to develop attitudes and a willingness to buy green products. Despite attitude not directly translating to buying behavior of green frozen food, the study argued that perceived value is a driver of green behavior-loyalty linkage. Practical implications Firms should prioritize consumers as value co-creators by addressing their concerns and appealing to their sense of environmental responsibility and adventurousness, which will cultivate green behavior through psychological ownership. Frozen food brands should extend promotional campaigns by investing in experiential marketing strategies that stimulate consumers' hedonic motivations as the basis of consumption choices. Originality/value The study’s uniqueness lies in connecting extrinsic utilitarian and intrinsic hedonic drivers of consumption behavior towards green frozen food through the lens of the SOBC model and Value-Percept Theory. Accordingly, enhancing consumers' adventurous spirits for green frozen food products can significantly strengthen their commitment to green consumption by shaping the attitude–behavior gap.