Integrating the Health Belief Model and Theory of Planned Behavior to Explain Green Food Purchase Intention among Higher Education Students in Wuhan, China
Authors: Yunchen Yao, Songyu Jiang ABSTRACT: Green food consumption is increasingly connected with food quality, personal health, and sustainable production, yet favorable public attitudes do not ensure routine purchasing among students. This study integrated the Health Belief Model (HBM) and the Theory of Planned Behavior (TPB) to explain green food purchase intention among higher education […]
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