This paper aims to analyze the psychological processes through which consumers purchase sustainable food to satisfy their higher level and basic-level needs by comparing the generational differences between Chinese Baby Boomers and Generation Z in the transformation from attitudes toward sustainable food to purchase intentions.
This study collected data via a questionnaire survey from 251 consumers in China. By building and analyzing a structural equation model centered on self-concept enhancement, this study examined the formation mechanism of purchase intention among sustainable food consumers, focusing on a multigroup analysis of Baby Boomers and Generation Z to validate the impact of generational differences in this process.
This research explored the potential relationship between attitudes toward sustainable food and purchase intentions; uncovered the mechanism of influence between the two concepts; and confirmed that the individual need for self-concept enhancement played a key role. Two distinct higher level influence paths were identified, separate from the basic-level product purchase, showing specific generational differences.
This study extends discussions on sustainable food consumption by constructing a theoretical framework that balances higher and basic-level needs. It also highlights generational differences between Chinese Baby Boomers and Generation Z, providing a theoretical basis for developing targeted sustainable food marketing strategies.
