... rights only Green food consumption Health consciousness Environmental attitudes Eco-social attitudes Willingness to pay premium Emerging markets China Structural equation modeling Agri-food systems face serious challenges, such as supplying food to a growing population while...

...Arnold Japutra; Murilo Vidal-Branco; Elena Higueras-Castillo; Sebastian Molinillo Purpose The aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on millennials’ willingness to pay premium...