Chinese Consumer Survey on Food Traceability and Green Purchase Intentions

468 Chinese consumers were surveyed to examine how food traceability perception shapes green purchase intention. The study employed a mixed-methods design, including secondary data analysis of China's green food market and a questionnaire survey, with results analyzed via PLS-SEM. The model explained 52.4% of the variance in green purchase intention.

Use Cases

• Analyzing the mediating role of perceived authenticity in green purchase decisions based on the described dual-mediation model.
• Studying the moderating effect of environmental concern on value co-creation and purchase intention as detailed in the results.
• Developing segment-specific marketing strategies calibrated to consumer environmental concern levels, as suggested by the findings.
• Testing signaling theory and service-dominant logic applications in sustainable food consumption contexts.

Strengths

• Model explained 52.4% of the variance in green purchase intention, indicating strong explanatory power.
• Study design includes a quantitative survey of 468 consumers and secondary market data analysis.
• Results provide specific quantitative comparisons, such as the effect among high-concern consumers being approximately twice that of low-concern consumers.

Limitations

• Column-level documentation is absent; field semantics must be inferred after download.
• Row count is unknown, which may limit suitability assessment.
• The primary file is a 12.1 KB DOCX document, suggesting the dataset is likely a supplementary research document rather than a large, structured data table.

Provenance

Source

figshare, author Zhulong Wang.

Collection Method

Mixed-methods design: secondary data analysis and a questionnaire survey administered to 468 Chinese consumers.

Time Range

Recent years (as per description), with specific study date unknown.

Freshness

Last updated 2026-04 23 06:16:32; freshness should be verified.

Geography

China (focus on Chinese consumers and China's green food market).