Title: How will social media usage and online marketing affect consumer's intent to buy eco-labelled food? Evidence from China

Authors: Dimitrios Tatsis; Jian Zhang

Addresses: School of Economics and Management, University of Science and Technology Beijing, Beijing, 100083, China ' School of Economics and Management, University of Science and Technology Beijing, Beijing, 100083, China

Abstract: The paper investigates the variables that influence Chinese consumers' decision-making process when it comes to choosing eco-labelled food products. Data was gathered in China and analysed using Smart PLS version 3.3.9 with structural equation modelling. The results have shown that, among the several components of the theory of planned behaviour (TPB), only attitude and perceived behavioural control have an impact on consumers' eco-labelled food purchase behaviour. However, subjective norms do not have any influence on consumers' eco-labelled food purchasing behaviour. Furthermore, research has revealed that the utilisation of social media platforms (SMP) and engagement with online marketing communication (OMC) positively and significantly impact the behaviour of consumers when it comes to purchasing eco-labelled food products. Increased dissemination of knowledge, personal experiences, viewpoints, and endorsements on eco-labelled foods through social media platforms can effectively stimulate consumer demand for such products.

Keywords: theory of planned behaviour; TPB; green marketing; consumer behaviour; social media; green food; China.

DOI: 10.1504/IJIMS.2025.148612

International Journal of Internet Manufacturing and Services, 2025 Vol.11 No.3, pp.226 - 241

Received: 27 Feb 2024
Accepted: 16 Mar 2024
Published online: 15 Sep 2025 *

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