How does risk perception of the COVID-19 pandemic affect the consumption behavior of green food?

ABSTRACT

Attention to health is on the rise with the global pandemic of COVID-19, especially in food security. Green food is viewed as a healthy, safe, and nutritious food, which plays a significant role in enhancing immunity. This study aimed to investigate how risk perception affects the consumption behavior of green food. Risk perception and health awareness were added to the original model based on the extended theory of planned behavior. And an online survey about the influence of COVID-19 on consumers' green food consumption behavior was conducted with 612 valid respondents recruited. The results indicate that risk perception has a positive effect on both consumption intention and behavior. The mediating effect analysis shows that risk perception influences green food consumption intention by improving people's attitudes, subjective norms, and health awareness. These findings can not only help clarify the relationship between green food consumption behavior and the risk perception of COVID-19 but also provide some valuable implications for policymakers and marketers in promoting green food.