Exploring Green Consumption Trends and Consumer Behavior toward Hydroponic Vegetables in Post-Pandemic China
Against the backdrop of global climate change and China's dual-carbon strategy, hydroponic vegetables have emerged as a promising solution for sustainable agriculture and healthy diets. This study focuses on the intersection of agricultural transformation and green consumption behavior, aiming...
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EDP Sciences
2025-01-01
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| Series: | SHS Web of Conferences |
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| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2025/06/shsconf_fems2025_01011.pdf |
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| author | Jiang Wenlu Lu Ruixin Zhang Zheyu |
| author_facet | Jiang Wenlu Lu Ruixin Zhang Zheyu |
| author_sort | Jiang Wenlu |
| collection | DOAJ |
| description | Against the backdrop of global climate change and China's dual-carbon strategy, hydroponic vegetables have emerged as a promising solution for sustainable agriculture and healthy diets. This study focuses on the intersection of agricultural transformation and green consumption behavior, aiming to reveal consumer awareness, psychological decision-making mechanisms, and influencing factors of hydroponic vegetable adoption. Based on a nationwide mixed-method survey covering 23 provinces, we analyzed differences across demographic groups using stratified sampling. The results show: (1) increasing public recognition of hydroponic technology and eco-friendly products; (2) a “tech perception–eco identity–cost barrier” triadic decision logic; and (3) significant generational and income-related differences in demand preferences. Additionally, green consumption behaviors are found to be rising, but behavioral paradoxes— such as attitude-behavior gaps due to price sensitivity—remain prominent. We propose differentiated marketing strategies and policy support tools, such as tax incentives and standard certifications, to enhance market penetration. This research contributes to the theory of green consumer behavior and provides valuable references for sustainable agri-food market development. |
| format | Article |
| id | doaj-art-66f295509e5e4ddf8cee0bf05b556fe6 |
| institution | DOAJ |
| issn | 2261-2424 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj-art-66f295509e5e4ddf8cee0bf05b556fe62025-08-20T03:08:51ZengEDP SciencesSHS Web of Conferences2261-24242025-01-012150101110.1051/shsconf/202521501011shsconf_fems2025_01011Exploring Green Consumption Trends and Consumer Behavior toward Hydroponic Vegetables in Post-Pandemic ChinaJiang Wenlu0Lu Ruixin1Zhang Zheyu2School of Computer and Information Engineering, Xinjiang Agricultural UniversitySchool of Economics and Management, Xinjiang Agricultural UniversitySchool of Hydraulic and Civil Engineering, Xinjiang Agricultural UniversityAgainst the backdrop of global climate change and China's dual-carbon strategy, hydroponic vegetables have emerged as a promising solution for sustainable agriculture and healthy diets. This study focuses on the intersection of agricultural transformation and green consumption behavior, aiming to reveal consumer awareness, psychological decision-making mechanisms, and influencing factors of hydroponic vegetable adoption. Based on a nationwide mixed-method survey covering 23 provinces, we analyzed differences across demographic groups using stratified sampling. The results show: (1) increasing public recognition of hydroponic technology and eco-friendly products; (2) a “tech perception–eco identity–cost barrier” triadic decision logic; and (3) significant generational and income-related differences in demand preferences. Additionally, green consumption behaviors are found to be rising, but behavioral paradoxes— such as attitude-behavior gaps due to price sensitivity—remain prominent. We propose differentiated marketing strategies and policy support tools, such as tax incentives and standard certifications, to enhance market penetration. This research contributes to the theory of green consumer behavior and provides valuable references for sustainable agri-food market development.https://www.shs-conferences.org/articles/shsconf/pdf/2025/06/shsconf_fems2025_01011.pdfhydroponic vegetablesgreen consumptionconsumer behaviorattitude-behavior gapsustainable food systems |
| spellingShingle | Jiang Wenlu Lu Ruixin Zhang Zheyu Exploring Green Consumption Trends and Consumer Behavior toward Hydroponic Vegetables in Post-Pandemic China SHS Web of Conferences hydroponic vegetables green consumption consumer behavior attitude-behavior gap sustainable food systems |
| title | Exploring Green Consumption Trends and Consumer Behavior toward Hydroponic Vegetables in Post-Pandemic China |
| title_full | Exploring Green Consumption Trends and Consumer Behavior toward Hydroponic Vegetables in Post-Pandemic China |
| title_fullStr | Exploring Green Consumption Trends and Consumer Behavior toward Hydroponic Vegetables in Post-Pandemic China |
| title_full_unstemmed | Exploring Green Consumption Trends and Consumer Behavior toward Hydroponic Vegetables in Post-Pandemic China |
| title_short | Exploring Green Consumption Trends and Consumer Behavior toward Hydroponic Vegetables in Post-Pandemic China |
| title_sort | exploring green consumption trends and consumer behavior toward hydroponic vegetables in post pandemic china |
| topic | hydroponic vegetables green consumption consumer behavior attitude-behavior gap sustainable food systems |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2025/06/shsconf_fems2025_01011.pdf |
| work_keys_str_mv | AT jiangwenlu exploringgreenconsumptiontrendsandconsumerbehaviortowardhydroponicvegetablesinpostpandemicchina AT luruixin exploringgreenconsumptiontrendsandconsumerbehaviortowardhydroponicvegetablesinpostpandemicchina AT zhangzheyu exploringgreenconsumptiontrendsandconsumerbehaviortowardhydroponicvegetablesinpostpandemicchina |