Health consciousness and willingness to pay a premium for green food: the mediating role of environmental and eco-social attitudes

Purpose Using the Value–Attitude–Behavior (VAB) model, this study examines green food consumption in an emerging market, assessing how health consciousness affects purchase intention and willingness to pay a premium (WPP), directly and through environmental and eco-social attitudes. Design/methodology/approach Using a quantitative research design, data were collected through structured questionnaires from a stratified random sample of 604 consumers in China (Guizhou Province). Structural Equation Modeling (SEM) was employed to test the hypothesized relationships and mediation effects. Findings Health consciousness had strong positive effects on attitudes toward environmental issues (β = 0.527, p < 0.001) and eco-social benefits (β = 0.540, p < 0.001), as well as direct effects on purchase intention (β = 0.238, p < 0.001) and WPP (β = 0.188, p = 0.001). Both attitudinal variables positively predicted purchase intention and WPP, with eco-social attitudes showing a particularly strong effect on WPP (β = 0.450, p < 0.001). Mediation analysis showed that attitudes partially mediate the relationship between health consciousness and behavioral outcomes, indicating that health-related values are translated into green purchase behavior through both environmental and eco-social attitudinal pathways. Originality/value This study applies the VAB model to the Chinese green food consumption. It clarifies how health consciousness is associated with purchase intention and WPP through two differentiated attitudinal pathways: attitudes toward environmental issues and eco-social benefits. It also clarifies the mediating mechanisms through which health consciousness shapes consumer behavior, offering evidence-based implications for marketers and policymakers.