Factors Affecting Consumers’ Purchase Decisions for Green Food: Weibo Social Media Platform

Abstract

The objectives of this research were: (1) to examine consumer behavior in purchasing green food on the Weibo social media platform, and (2) to identify the factors influencing consumers' purchase decisions for green food on Weibo. This study employed a quantitative research method. Data were collected from a sample of 400 Chinese social media users, particularly those active on Weibo and who purchase green food, using a convenience sampling technique. The data were analyzed using descriptive statistics (frequency, percentage, mean, standard deviation) and multiple regression analysis. The research findings revealed that: (1) most respondents (43.75%) purchase green food 1–2 times per week. The most purchased category was snacks and beverages (42.25%), reflecting a preference for convenience. Recommendations from trusted sources (50.00%) were the strongest motivator, while educational content highlighting health and environmental benefits (47.75%) had the greatest influence on purchase decisions. Influencer endorsements (49.50%) were the most significant factor affecting trust in green food brands; and (2) the multiple regression model showed an R² of 0.845, indicating that 84.5% of the variance in purchase decisions was significantly explained by the independent variables: Word of Mouth, Personalization, Trendiness, and Product Knowledge. Among these, product knowledge (β = 0.595, p < 0.001) had the strongest positive influence on customer purchase decisions. Word of Mouth (β = 0.199, p < 0.001) and Personalization (β = 0.113, p < 0.001) were also statistically significant, highlighting the importance of social influence and tailored marketing approaches. However, Trendiness (β = 0.032, p = 0.572) was not statistically significant at the 0.05 level.