Modeling the Antecedents of Green Consumption Values to Promote the Green Attitude

The use of organic food is paramount importance in ensuring the safety our supply and safeguarding well-being people worldwide. This study aims to add existing knowledge about family perceptions toward consumption, specifically their pro-environmental pro-social attitudes. study’s goal see if green consumption values can influence customers’ decisions buy food. theory value, planned behavior, protection motivation are used find out what motivates consumers purchases. A total sample 208 families was randomly selected using a self-administrated questionnaire-based survey. Confirmatory factor analysis structural equation modeling were analyze results. results suggest that who demonstrate environmentally conscious behavior prioritize more likely choose food, contrast behavior. enhances sustainable by providing fresh perspective on consumers’ attitudes foods might provide marketers, decision makers, future researchers with useful data. finding signifies development market implication self-identities values.