Purchasing behavior of green food: using health belief model norm activation theory

Purpose The aim of this paper is to investigate the factors that influence consumers’ intentions to buy green food and develop conceptual framework that combines Health belief model (HBM) and Norm activation theory (NAT). Design/methodology/approach The research used purposive sampling to collect primary responses from Indians and Lebanese in Ghana at restaurants and retail stores in Accra. Based on the NAT and HBM constructs, questionnaires were designed and distributed to 787 respondents. Data were analyzed using partial least squares and structural equation modeling to test the hypotheses developed through a literature review. Findings The findings showed that perceived benefit (PBN), perceived threat (PTT) and cue to action (CAT) are key factors that drive consumers’ intentions to purchase green food by Indians and Lebanese in Ghana. However, there are perceived barriers (PBB) that prevent individuals from buying green food, such as high prices, doubts about authorization and content, shortage of green food, inadequate selling techniques, supposed fulfillment and deficiencies. Therefore, more work is needed to address these barriers. Practical implications This research can be used to create advertising messages that emphasize the health and wellbeing benefits of environmental impact on communities, and stimulate customer motivation to purchase green food. Originality/value This is a unique study that combines HBM and NAT to investigate the factors that influence consumers’ intentions to buy green food among Indians and Lebanese in Ghana and developed a conceptual framework to offer valuable insights for marketing practitioners to develop effective marketing strategies to induce buying intentions towards green foods. The construct of NAT has been found as useful moderators of pro-environmental behavior.