A Study on Green Food Consumption Behavior: An Analysis of Processes and Mechanisms from the Perspective of Environmental Sustainability

Abstract

Introduction: This study, from the perspective of environmental sustainability, explores consumer behavior theories related to green food and analyzes the decision-making process consumers undergo when choosing green food, along with the underlying influencing factors. Based on the theoretical framework of consumer behavior, the study conceptualizes the green food purchase decision-making process as a complete cycle, dividing it into five stages: need recognition, information search, comparative evaluation, purchase decision, and post-purchase evaluation. Each stage is then analyzed in detail, focusing on consumers' thought patterns and actions regarding green food choices under the lens of environmental sustainability.Subsequently, the study examines the drivers behind consumers' green food purchasing behavior from six dimensions: individual characteristics, social cognition, emotional attitudes, economic environment, political environment, and legal environment, all within the context of sustainable consumption.Finally, through case studies on the legal systems and policy practices related to green food in the European Union and the United States, the research further demonstrates the positive role of legal, policy, and market mechanisms in jointly promoting green consumption behavior.While this study provides valuable theoretical support for understanding green food consumption behavior, it has certain limitations, including the lack of large-scale empirical data, relatively limited dimensions of research variables, and a geographically narrow sample base. Future research could enhance the systematic nature and practical value of studies on green food consumption behavior by expanding sample sources and conducting cross-national empirical analyses.