Towards More Sustainable Diets: Investigating Consumer Motivations towards the Purchase of Green Food

The concept of green consumption has become an environmental topic that draws worldwide attention. In order to mitigate damage, it is imperative increase the recyclability food system, and therefore, novel, sustainable, produced foods need be supplied system. Among such foods, precooked plant-based (PPBFs), which feature health, convenience, functionality, have a new trend culture. This study uses value–attitude–behavior (VAB) model as theoretical framework incorporates research variables, “environmental concern”, “time pressure”, “cooking habit”, so discuss consumers’ behavioral intention toward PPBFs. results reveal following: (1) health value interest in PPBFs will significantly affect their intention; (2) there significant relationship between concern (3) time pressure cooking habits indicate insignificant with intention.