From policy to plate: the role of health awareness and negotiation in shaping elderly green food consumption
Ruohan Tang et al.
Abstract
Purpose This study examines green food consumption among elderly patients with chronic diseases by linking macro-level policy orientation with micro-level consumer behavior. Drawing on an extended stimulus–organism–intervene–response (SOIR) framework, the study develops a multidimensional model incorporating future time perspective (FTP) (S1), value factor (S2), benefit perception (O1), constraint perception (O2), purposeful purchase intention (R1) and habitual purchase intention (R2). It further tests the mediating role of health awareness (I1) and the moderating role of negotiation (I2) in green food purchasing decisions. Design/methodology/approach A mixed-methods design integrates policy text analysis with empirical modeling. In the first stage, semantic network analysis examines the content of 18 green food policy documents. In the second stage, survey data from 279 elderly Chinese patients with chronic diseases are analyzed using structural equation modeling to assess the proposed relationships. Findings The results indicate that: (1) green food policies form three semantic clusters – green food development directions, elderly food health needs and green food consumption types – demonstrating policy guidance in shaping supply priorities and informing food choices for the elderly, (2) health awareness mediates the association between benefit perception and both purposeful and habitual purchase intentions, indicating that under chronic disease conditions, health awareness translates perceived benefits into purchasing behavior and (3) negotiation moderates the association between constraint perception and habitual purchase intention, indicating its role in easing economic and accessibility pressures and supporting routine green food consumption among older adults. Practical implications The findings offer guidance for policymakers and market actors in designing targeted interventions and communication strategies that address dietary needs among elderly consumers with chronic diseases. Social implications By advancing knowledge of consumption behavior within this vulnerable group, the study informs health-oriented strategies that support sustainable food consumption and improved health outcomes. Strengthening awareness and negotiation capacity among elderly consumers contributes to a more supportive consumption environment and enhances quality of life in aging societies. Originality/value This study integrates semantic network analysis of green food policies with consumption behavior among elderly patients with chronic diseases, linking policy themes with consumer decision-making. By extending the SOIR framework to include FTP, utilitarian and hedonic value dimensions, and perceptions of benefits and constraints, the study advances understanding of health-oriented green food consumption in later life. The findings clarify the concurrent roles of health awareness as a mediator and negotiation as a moderator in consumption decisions under chronic illness conditions.
Evidence weight
Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40
| F · citation impact | 0.50 × 0.4 = 0.20 |
| M · momentum | 0.50 × 0.15 = 0.07 |
| V · venue signal | 0.50 × 0.05 = 0.03 |
| R · text relevance † | 0.50 × 0.4 = 0.20 |
† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.