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Exploring the Roles of Green Food Consumption and Social Trust in the Relationship between Perceived Consumer Effectiveness and Psychological Wellbeing

1
School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou 310018, China
2
Department of Economics, Finance and Marketing, La Trobe Business School, La Trobe University, Melbourne 3086, Australia
3
Business Sustainability Research Group, Thuongmai University, Hanoi 100000, Vietnam
4
Department of Business Administration, Business School, Shantou University, Shantou 515063, China
*
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2020, 17(13), 4676; https://doi.org/10.3390/ijerph17134676
Received: 11 June 2020 / Revised: 26 June 2020 / Accepted: 27 June 2020 / Published: 29 June 2020
Green food consumption is a core issue that contributes to solving environmental pollution and achieving sustainable development. This study aims to investigate the mediating role of green food consumption and social trust in the relationship between perceived consumer effectiveness and psychological wellbeing to provide new insights into green food consumption, based on social ideal theory and social trust theory. Using a sample data of 514 consumers in China, the results of structural equation modeling showed that perceived consumer effectiveness was positively related to psychological wellbeing. Furthermore, green food consumption mediated the relationship between perceived consumer effectiveness and psychological wellbeing. In addition, social trust moderated the relationship between perceived consumer effectiveness and green food consumption. Social trust also moderated the indirect effect of perceived consumer effectiveness on psychological wellbeing through green food consumption. The findings of this study enrich the extant literature relating to green food consumption and have practical implications for business managers and policymakers. View Full-Text
Keywords: perceived consumer effectiveness; green food consumption; social trust theory; social ideal theory; psychological wellbeing; China perceived consumer effectiveness; green food consumption; social trust theory; social ideal theory; psychological wellbeing; China
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Wang, J.; Nguyen, N.; Bu, X. Exploring the Roles of Green Food Consumption and Social Trust in the Relationship between Perceived Consumer Effectiveness and Psychological Wellbeing. Int. J. Environ. Res. Public Health 2020, 17, 4676.

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