Green Is the New Gold: Redefining Opulent Lifestyle Through Organic Food Purchases
从奢华生活的新视角出发，发现健康关注影响态度，但态度与行为存在差距，感知行为控制和主观规范显著影响购买意图，而价格影响不显著。
ABSTRACT Prior studies based on the Theory of Planned Behavior mostly examined the effects of health and environmental concerns on organic food consumption; however, few addressed the paradoxical relationships in the context of opulent or symbolic decorum. Therefore, the novelty of this study arises from adopting a new perspective of opulence and integrating reasons for organic food purchases. Findings reveal a substantial attitude–behavior gap, despite health concerns influencing the attitude, while perceived behavioral control and subjective norms highly affect buying intentions. Influential pricing lacks significant impact on organic food consumption. Consumers are driven by healthy lifestyle choices in their purchases. By offering a novel perspective and quantifying the drivers of organic food consumption as an expression of the opulence associated with healthy lifestyle patterns and sustainable living, this study contributes substantially to the field. Notably, this research decodes the intention to buy organic food as a means to adopt healthy‐opulent‐lifestyle patterns.