Digital literacy, ecological values, and green food consumption: an extended Theory of Planned Behavior model in Chinese universities

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Introduction Given the importance of green food consumption for public health and sustainability, understanding its drivers among university students is crucial for effective health promotion. This study investigates how digital literacy and ecological values shape green food consumption within an extended Theory of Planned Behavior (TPB) framework. Methods We collected survey data from 836 Chinese university students. An expanded TPB model, which included digital literacy and ecological values, was developed and tested using structural equation modeling to examine their effects on consumption intentions and behaviors. Results The model yielded three main findings. First, digital literacy was directly associated with purchase intention ( β = 0.257, p < 0.001) and indirectly enhanced it by improving attitudes ( β = 0.317, p < 0.001) and perceived behavioral control ( β = 0.292, p < 0.001). Second, ecological values had a comprehensive impact, directly and indirectly (via attitudes, norms, and perceived control) shaping purchase intention ( β = 0.234, p < 0.001). Third, digital literacy’s effect on subjective norms was non-significant ( β = 0.069, p = 0.145), challenging a core tenet of the traditional TPB. Discussion Our findings confirm that integrating digital literacy and ecological values into the TPB provides a more robust model for explaining green food consumption. Digital literacy serves as essential cognitive capital, while ecological values are foundational. The decoupling of digital literacy from subjective norms points to evolving social influence mechanisms in digital environments. This research offers practical insights for interventions and a strong theoretical foundation for future studies on sustainable dietary behaviors.

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