Bridging the Intention–Behavior Gap in Organic Food Consumption: Empirical Evidence from China

Author:

Liu Yaqin12,Wang Peng12,Zhang Mengya12,Chen Xi12,Li Ke12ORCID,Qu Jianying23

Affiliation:

1. Key Laboratory of Computing and Stochastic Mathematics (Ministry of Education), School of Mathematics and Statistics, Hunan Normal University, Changsha 410081, China

2. Hunan Institute for Carbon Peaking and Carbon Neutrality, Hunan Normal University, Changsha 410081, China

3. School of Mathematics and Statistics, Hunan First Normal University, Changsha 410205, China

Abstract

The transition to a low-carbon economy emphasizes the importance of green and low-carbon consumption; yet, there is often a discrepancy between consumers’ intentions and their actual behavior regarding organic foods. This study aims to identify strategies to bridge this gap. The research model of organic food consumption intention and behavior is constructed, and a structural equation model is used to test the research hypotheses based on a valid sample of 480 residents of Guangdong Province through an online questionnaire survey. Further, the intention‒behavior gap is defined and its determinants are investigated through multiclass logistic regression. Finally, we categorize and forecast the alignment between consumption intentions and behaviors using machine learning algorithms. The results reveal that attitudes, social interactions, and cognitive information play crucial roles in aligning intentions with behaviors. By enhancing social information exchange or improving cognitive understanding, consumers can reduce their intention‒behavior discrepancy. This research offers valuable policy recommendations for fostering green consumption among residents from various perspectives.

Publisher

MDPI AG

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