Electronic Green Journal

The study aims to explore the intricate connections between motivations, attitudes, and purchasing behavior concerning green food. To achieve this, the Self-determination Theory (SDT) is employed as the theoretical framework. A sample of 778 green food customers is evaluated using Structural Equation Modeling (SEM), and the data analysis incorporates environmental views and conviction as moderating variables. The results of the study reveal a noteworthy relationship between integrated external regulation and intrinsic motivation in shaping attitudes and purchasing behavior. Interestingly, the study finds that attitude does not significantly impact purchase behavior. The key takeaway from the findings is that ethical considerations related to health and social values strongly motivate customers to opt for green food. Practical implications suggest that marketing practitioners should tailor advertising messages to highlight the health and well-being benefits associated with green food. By emphasizing these aspects, marketers can stimulate customer interest and encourage the purchase of green products. The study sheds light on the importance of aligning marketing strategies with ethical values and health concerns on the target audience in the context of green food consumption.