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Green food consumption intention, behaviors and influencing factors among Chinese consumers.

机译：中国消费者绿色食品的消费意愿，行为及其影响因素。

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Green food consumption can guarantee the life quality of consumers as well as promote green food production. However, green food consumption is not an easy task which needs governmental policies, consumers' environmental value, and convenient channels. This paper aims to examine how to promote green food consumption intention and in the end bring real green food consumption behaviors by using samples of 457 Chinese consumers. Based on the theory of planned behavior, we develop a conceptual model which proposes that internal influencing factors of consumers mediate the relationships between external influencing factors and green food consumption intention while context factors such as purchasing convenience moderate the relationships between green food consumption intention and behaviors. Hierarchical regression results show that promotion/diffusion can bring green food consumption intention but environmental value of consumers is needed. Purchasing convenience can promote green food consumption intention to become real green food consumption behaviors but it is not convenient to buy green food in China yet. Education affects green food consumption intention and family income decides if green food consumption intention can really bring green food consumption behaviors. We conclude that Chinese governments should strengthen supervision of green food production and labeling systems as well as develop more channels to improve environmental value of consumers. With more convenient purchasing channels and increasing incomes of consumers, green food consumption intention can more likely bring green food consumption behaviors. All rights reserved, Elsevier.
机译：绿色食品的消费可以保证消费者的生活质量，并促进绿色食品的生产。然而，绿色食品的消费并非易事，需要政府政策，消费者的环境价值和便利的渠道。本文旨在研究如何促进绿色食品的消费意图，并通过使用457名中国消费者的样本最终带来真正的绿色食品消费行为。基于计划行为理论，我们建立了一个概念模型，提出了消费者的内部影响因素介导外部影响因素与绿色食品消费意图之间的关系，而购买便利性等背景因素则缓和了绿色食品消费意图与行为之间的关系。 。分层回归结果表明，促进/扩散可以带来绿色食品的消费意图，但消费者的环境价值是必需的。购买便利性可以促进绿色食品消费意愿成为真正的绿色食品消费行为，但在中国购买绿色食品尚不方便。教育影响绿色食品的消费意愿，家庭收入决定绿色食品的消费意愿是否能够真正带来绿色食品的消费行为。我们得出的结论是，中国政府应加强对绿色食品生产和标签系统的监管，并开发更多渠道以提高消费者的环境价值。随着更加便捷的购买渠道和消费者收入的增加，绿色食品的消费意愿更有可能带来绿色食品的消费行为。保留所有权利，Elsevier。

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