Abstract The rising consciousness of health, wellness, and environmental sustainability has created a substantial shift in consumption patterns from chemical cosmetics to organic cosmetics. The paper discusses the impact of demographics on the purchasing behavior of consumers of organic cosmetics in the city of Amravati. The main aim of the research study is to understand consumer awareness and behavior patterns and to what extent factors such as age, gender, income, education, and occupation of a person act as significant influencers or Decision Factors in buying such products. This research study employed a descriptive research design. The data was collected from 35 participants using a structured research questionnaire targeting the most popular brands in the market of organic cosmetics such as Mamaearth, Biotique, and Khadi Naturals. On the other hand, the secondary data was obtained from periodicals such as research articles published in various research papers and reports. The data thus obtained was processed with the use of various statistics such as percentage analysis and the Chi-square test. The result of the study showed that 'demographics' play a significant role in awareness as well as buying behavior of such cosmetic brands. This research paper adds to the body of academic knowledge with specific insights regarding a Tier III city and offers a significant range of applications to marketeters of such brands as the paper aims at offering some key insights to make such brands a success in emerging Tier III cities. Keywords: Organic Cosmetics, Consumer Purchase Behavior, Demographic Elements, Eco-Friendly Cosmetics.

Purpose The emerging technology of culturing meat offers potential for mitigating sustainability challenges associated with conventional meat production. Despite its promise, past research highlights general consumer aversion to cultivated meat, underscoring the need for theory-based interventions to promote its acceptance. This study aims to identify specific motivators and barriers to regular cultivated meat consumption. Design/methodology/approach We extended the theory of planned behaviour (TPB) with underlying beliefs and psychographic factors and used structural equation modelling to analyse data from a representative sample of the Singaporean population (n = 748). Findings Perceived behavioural control, family opinions, product availability and health perceptions are key factors in promoting regular consumption of cultivated meat. Additionally, participants with higher nature-relatedness displayed more positive perceptions toward cultivated meat, whereas those with higher health consciousness expressed greater uncertainty. Practical implications Making cultivated meat more accessible through proper regulations remains crucial. We recommend future interventions focus on family-oriented dining settings and dishes for sharing to encourage cultivated meat consumption, alongside educational campaigns to increase awareness of its benefits. Originality/value This research provides theory-based insights using the TPB to understand consumer intention to regularly consume cultivated meat, which has not been previously studied. The study offers unique insights into consumer perspectives in a context where cultivated meat is approved for sale and consumption, providing evidence-based guidance for practitioners developing interventions to promote sustainable protein consumption.

Consumer trust in organic food products deeply influences their purchasing decisions, especially as it relates to environmental concerns, health consciousness and food safety concerns. Therefore, the purpose of this study is to examine consumers’ trust in organic food products, its influence on their purchasing decisions and its relationship with environmental concerns, health consciousness and food safety concerns. Data were collected using the mall intercept survey method from outside of supermarkets, hypermarkets and health food stores available in 10 major cities in northern India. The study identified that perceived knowledge and revealed information are antecedent factors of consumer trust. The results revealed that consumer confidence towards organic food products mediates the relationship between their perceived knowledge, revealed information and consumer attitudes. Furthermore, environmental concern, health awareness and food safety concern influenced consumer attitudes and purchase intentions. The findings provide important insights for formulating production and marketing strategies for government agricultural departments and the organic food industry.

ABSTRACT Fresh-cut ready-to-eat fruits have gained popularity in urban Ghana due to increasing health consciousness and convenience demands, yet their microbial safety remains poorly controlled. A cross-sectional study assessed microbial contamination in 200 fresh-cut fruit samples (pineapple, watermelon, pawpaw, mango, and avocado) collected from six markets in Sunyani Municipality, Ghana, between April-May 2025. Samples underwent bacterial and fungal analysis using standard microbiological methods. High contamination rates were observed with 94.0% of samples containing pathogenic bacteria and 67.0% showing fungal contamination. Total coliform levels ranged from 2.39 ± 0.13 to 3.12 ± 0.17 log CFU/g across fruit types. Shigella spp. and E. coli were equally prevalent (35.0% each), followed by Salmonella spp. (30.5%). Avocado demonstrated highest bacterial contamination, while watermelon showed greatest fungal loads (3.86 ± 0.21 log CFU/g). No significant differences existed between stationary vendors and mobile hawkers. The exceptionally high microbial contamination levels pose serious public health risks, particularly for vulnerable populations. Study limitations include single-season data collection and geographic restriction to one municipality. These findings provide baseline data for developing targeted food safety interventions in Ghana’s informal food sector. Urgent interventions addressing water quality, sanitation infrastructure, and vendor training are crucial to ensure food safety while maintaining affordable nutrition access.

This study implemented and evaluated “Program Enhancing Life Design Abilities for Non-Formal Education (NFE) Students under the Concept of Contemplative Education.” The program integrated contemplative learning principles with the life design framework to promote holistic self-development among learners. It consisted of five sequential learning plans: (1) self-reflection for self-discovery; (2) goal setting and vision building; (3) exploration of options and possibilities; (4) prototyping and experimentation; and (5) learning from experiences and adapting, implemented through thirteen contemplative activities designed to cultivate mindfulness, self-awareness, and purposeful action. Thirty NFE students from two district learning promotion centers in Bangkok voluntarily participated in a two-day workshop, followed by a three-week period of living out their designed life models and a reflective focus group. Data were collected through field notes, life design journals, and semi-structured interviews, and analyzed using content analysis to identify emergent themes. The findings revealed enhanced self-awareness, self-acceptance, and clarity in participants’ life goals. Learners described the program as a safe, reflective space that nurtured authenticity and emotional openness. Despite initial discomfort during self-exploration, participants demonstrated transformative growth, reframing personal challenges into motivation for self-improvement. Positive changes were observed in family aspirations, career planning, and health consciousness. Overall, the program effectively strengthened learners’ capacities for intentional life design and lifelong learning, illustrating the potential of contemplative-based approaches in empowering marginalized learners within Thailand’s non-formal education system.

ObjectiveThis mixed-methods investigation examined relationships between digital health literacy and self-efficacy among older adults, focusing on mediating pathways involving social support and life satisfaction and the moderating effect of health consciousness.MethodsQuantitative data from 1016 community-dwelling older adults across six Chinese provinces were analyzed using structural equation modeling with bias-corrected bootstrapping procedures. A multi-stage probability sampling strategy ensured geographic and socioeconomic diversity. Complementary in-depth semi-structured interviews with 30 purposively selected participants were conducted to explore underlying mechanisms.ResultsDigital health literacy was significantly and directly associated with self-efficacy (β = 0.21, p < .05) and indirectly associated through social support (β = 0.10, 95% CI [0.06, 0.14]) and life satisfaction (β = 0.17, 95% CI [0.12, 0.22]). A sequential mediation pathway was identified whereby digital health literacy was related to social support, which in turn was associated with life satisfaction and subsequently with self-efficacy (β = 0.05, 95% CI [0.01, 0.09]). Health consciousness significantly moderated these relationships, with stronger associations among participants with high health consciousness (direct path: β = 0.32 vs. β = 0.09; sequential indirect path: β = 0.06 vs. β = 0.01). Integrated qualitative analysis revealed information-processing strategies, social validation processes, and goal-directed feedback loops that helped translate digital competencies into psychological resources.ConclusionFindings clarify mechanisms through which technological competencies relate to psychological resources in later life. Digital health interventions for older adults should therefore integrate social components, emphasize feedback systems that strengthen efficacy beliefs, and adapt content based on individual levels of health consciousness to optimize psychological benefits.

Under China's “Healthy China 2030” strategy and ongoing reforms in school physical education (PE), strengthening PE teachers' critical health literacy (CHL)—their ability to critically evaluate health information, make evidence-based decisions, and promote community health—has become essential. Although CHL holds both theoretical and practical significance, its structural dimensions among PE teachers remain insufficiently studied. This study systematically analyzes the theoretical framework of CHL and develops a validated assessment tool adapted to China's educational context. Method: A mixed-methods approach was adopted. First, over 200 CHL-related articles from CNKI, ProQuest, and other databases were analyzed to construct a preliminary framework. Second, 40 PE teachers, representing K-12, tertiary, and pre-service cohorts, participated in semi-structured interviews, including 14 individual and 26 group sessions. Transcripts were analyzed using grounded theory in NVivo14. Through open coding, 55 initial concepts (e.g., “health information evaluation”) were identified. These were then grouped into three core dimensions—health information management, decision-making execution, and health consciousness cultivation—via axial coding and ultimately refined into a three-dimensional model through selective coding. Third, a 27-item scale was iteratively developed. A pilot survey involving 100 teachers initially screened 46 items using CVR (CR &gt; 0.4). The scale was further refined via exploratory factor analysis (EFA) (n=250), identifying three factors that explained 79.46% of the variance (α=0.973), and subsequently validated through confirmatory factor analysis (CFA) (n=304, χ ² /df=2.334, RMSEA=0.066). The CHL model consist of three dimensions: (1) Health Information Mastery (8 items, focusing on acquiring and evaluating health data), (2) Health Decision Execution (11 items, covering need identification, intervention design, and pedagogical optimization), and (3) Health Consciousness Cultivation (8 items, including role modeling, behavioral guidance, and collaborative advocacy). The finalized 27-item scale exhibited strong psychometric properties, including high internal consistency (α=0.973) and satisfactory model fit indices. This study advances CHL theory by incorporating both pedagogical and professional development dimensions, distinguishing it from previous frameworks that primarily emphasize individual health literacy. The validated tool addresses the lack of standardized PE teacher assessments, allowing for continuous monitoring of CHL development. This study's limitations include regional sampling bias and the use of cross-sectional data. Future research should enhance geographic diversity and adopt longitudinal designs to assess CHL’s influence on curriculum outcomes. In practice, the scale facilitates policy-driven teacher training and ensures quality assurance in health education, aligning with China’s modernization agenda.

Organic agriculture presents a promising pathway for sustainable farming, responding to the growing global demand driven by increasing health consciousness and environmental awareness. Owing to its diverse agro-climatic conditions and long-standing traditional farming systems, India possesses significant potential for growth in organic cultivation. However, the sector is constrained by challenges such as market concentration, price competitiveness, complex regulatory frameworks and limited product diversification in comparison to global competitors. This study conducts a comprehensive analysis of growth patterns, export instability and geographic concentration in India’s organic exports. Using quantitative methods, SWOT analysis and a detailed policy review, the research identifies actionable strategies to address current limitations. Porter’s Five Forces analysis assesses competitiveness, while key performance indicators (KPIs) track progress. The study proposes a strategic framework designed to streamline regulatory processes, diversify target markets and enhance value-added products within the organic products sector. These measures aim to enhance India's competitiveness and sustainability in the global organic marketplace. With the right strategies and policies, India can lead the global organic market, reach USD 5 billion in exports by 2030 and promote both ecological balance and rural development.

Endocrine-disrupting chemicals (EDCs) have diverse sources of exposure in everyday life. Raising public awareness is crucial, considering the undeniable role of individual choices in EDC exposure. Given the critical role of physicians in public health education and the increasing importance of preventive strategies, it is essential to evaluate EDC awareness among both current and future healthcare providers. This study aimed to assess the level of EDC awareness among Turkish medical students and physicians using a validated scale, and to examine how this awareness relates to individuals' general attitudes toward preventive health, as measured by the Healthy Life Awareness (HLA) Scale. This cross-sectional study employed the endocrine Disruptor Awareness Scale (EDCA) and the Healthy Life Awareness Scale (HLA) to assess participants' knowledge and attitudes. The survey was disseminated electronically through e-mail. We reached a total of 617 participants. Three hundred eighty-one were medical students, and 236 were physicians. The median EDC general awareness score was significantly higher in physicians compared to students (2.12[1.5] vs 2.87[1.63], p < 0.001). The mean EDC awareness total score was also higher in physicians (3.4 ± 0.54 vs 3.63 ± 0.6, p < 0.001). Female physicians' awareness was significantly higher than their male counterparts (3[1.38] vs 2.75[1.56], p = 0.027). Age and healthy life awareness scores significantly correlated with EDC awareness scores. In particular, endocrinologists' scores were significantly higher than other subspecialties (total score 3.59 ± 0.58 vs. 3.96 ± 0.56, p = 0.003). The findings reveal a significant gap in EDC awareness among medical students, highlighting a lack of sufficient curricular coverage at the undergraduate level. The positive associations observed between EDC awareness, age, and healthy life awareness suggest that individual health consciousness and postgraduate experience contribute to greater awareness. These results underscore the importance of incorporating environmental health, particularly the endocrine disruptors, into medical curricula at various stages of training.

ABSTRACT Currently, there is an ongoing call to increase collective understanding on how to design and optimize business strategies for a sustainable healthcare ecosystem. In this vein, the DeLone and McLean (D&amp;M) Information Systems Success Model is broadly used to evaluate information systems and their application to lightweight apps. However, research on the quality factors that influence consumer behavior in lightweight applications remains limited. The D&amp;M model with flow experience is applied in this study to examine how quality factors influence consumer behavior in healthcare WeChat mini‐programs. This study uses a questionnaire and structural equation modeling (SEM) to analyze and find that health consciousness moderates the relationships between information quality, system quality, service quality, and flow experience. Findings suggest that positive flow experiences enhance user trust and satisfaction, promoting continued use of lightweight applications for healthcare services. This study proposes strategies to enhance user engagement, trust, and satisfaction in the development of personalized health applications tailored to varying levels of health consciousness. This study offers specific guidance for stakeholders, including health app developers, designers, and policymakers, to help them optimize functional design based on varying levels of health awareness, enhance users' trust, and provide an immersive experience.

With the escalating awareness of environmental impact, consumers are increasingly prioritizing eco-friendly choices in their purchasing decisions. Therefore, this study aims to investigate the factors that influence the intention of digital native consumers in Bangladesh to purchase green products. The study collected 2,625 survey responses and used Structural Equation Modeling (SEM) to analyze the data. The findings indicate that several key factors, namely, social sustainability consciousness, environmental sustainability consciousness, green purchase behaviour, health consciousness and green buying intension have positive and significant impacts on consumers’ choice for green consumption. This research makes a valuable addition to the existing literature on consumer behavior by focusing on digital native consumers’ intention to purchase environmentally friendly products and services. The study findings might help policymakers and businessmen comprehend the factors that motivate customers to purchase green products. As a result, it might be useful to develop effective policies and agendas for environmental sustainability.

Rising public awareness of health has encouraged lifestyle changes aimed at preventing Non‑Communicable Diseases (NCDs), particularly obesity. Dietary adjustments have increased demand for healthy food and catering services such as Dietindo Catering. However, fluctuating sales of one of its flagship meal box products suggest that consumers do not fully recognize the urgency of healthy eating. This study examines the influence of attitude, subjective norms, perceived behavioral control, and health consciousness on purchase intention toward healthy food products, applying the Theory of Planned Behavior (TPB). A quantitative approach was employed using descriptive statistics and Structural Equation Modeling–Partial Least Squares (SEM‑PLS) with 100 respondents. Data were collected through online questionnaires, interviews, and secondary sources. Results show that 60% of respondents had never purchased, with most being young female students. SEM‑PLS analysis revealed that attitude, subjective norms, and perceived behavioral control significantly affected purchase intention, while health consciousness was positive but not significant.

Despite having a relatively recent history, energy drinks have seen a sharp increase in popularity in recent decades. Energy drinks have come under fire for possible health hazards linked to overindulgence. Numerous issues, such as high blood pressure, a raised heart rate, and other negative impacts, have been connected to the high caffeine and sugar content. This study examines the attitudes, preferences, and views of Generation Z (born about 1997–2012) regarding energy drink beverages. The study aims to comprehend how this generation views energy drinks in light of health consciousness, social media influence, and changing marketing strategies through, quantitative surveys. The study also looks at how the market for energy drinks is changing due to ethical issues, sustainability, and alternative beverages. Being the first generation to have grown up with cellphones, social media, and rapid access to information, Gen Z is considered a real digital native. Because of this, their interactions with brands have altered significantly, and now digital engagement is a crucial component of any effective marketing plan.

Winemaking generates substantial quantities of byproducts, including grape skins, seeds, and stalks, replete with dietary fiber, antioxidants, and other bioactive compounds. This study investigates the potential of wine byproduct fiber- vitifiber, as a functional ingredient to mitigate obesity. The elevated fiber content of these residues can augment satiety, enhance gut microbiota, and potentially modulate glycemic control. Concurrently, the antioxidant profile may attenuate oxidative stress and inflammation associated with obesity. While preliminary research is promising, additional investigations are imperative to optimize extraction methodologies, characterize bioactive constituents, and assess the efficacy and safety vitifiber supplements for weight management. The association between obesity and the Mediterranean diet, characterized by a high fiber intake, has garnered considerable attention. The French paradox, wherein a relatively high-fat diet coexists with low cardiovascular disease rates, has been linked to moderate wine consumption. Although the underlying mechanisms of these phenomena are intricate, the role of dietary fiber as a key component of the Mediterranean diet cannot be overstated. Indian market presents a unique opportunity for the development and commercialization of wine byproduct-based product with growing middle class, increasing health consciousness, and traditional use of plant-based ingredients create a favorable environment for innovative food and beverage formulations. By harnessing the potential of wine byproducts, the food industry can develop innovative anti-obesity interventions while promoting sustainable and value-added utilization of agricultural resources.

Background: Adolescents are particularly vulnerable to major life disruptions. The COVID-19 pandemic disrupted key aspects of adolescent development, yet few studies have focused on the experiences of Filipino youth who underwent isolation due to infection. Objective: To explore the lasting lived experiences of Filipino adults who were isolated due to COVID-19 as late adolescents and examine how these experiences shaped their health consciousness. Methods: This qualitative study employed an interpretative phenomenological analysis using Colaizzi’s method. Six participants aged 18 and above, who were aged 17–19 during their COVID-19 diagnosis and isolation, were recruited. One-on-one semi-structured interviews were conducted and thematically analyzed. Results: Four main themes emerged: (1) Sources of Stress including academic disruptions, isolation, symptoms and healthcare inefficiencies; (2) Attitudes Toward the Experience ranging from fear to calm acceptance and social responsibility; (3) Coping Strategies such as external support and personal mechanisms like spirituality and hobbies; and (4) Impact of COVID-19 which encompassed interpersonal growth, normalization of illness and varying degrees of health behavior change. Conclusion: While the experience of isolation during adolescence posed significant stress, it also offered opportunities for personal and interpersonal growth. Most participants exhibited increased health consciousness, though behavior change was limited. These insights highlight the value of integrating health behavior interventions for young adults shaped by pandemic experiences. Keywords: COVID-19, Isolation, Lived Experience, Filipino, Adolescents

BackgroundThe rising prevalence of sugar-related diseases, such as obesity and diabetes, has intensified efforts to reduce sugar intake, particularly among youth. In China, social media is playing an increasingly significant role in shaping health behaviors, including habits related to sugar consumption, as sugar reduction has become a prominent youth-led movement.ObjectiveThis study extends the stimulus-organism-response (SOR) model by incorporating the distinct cultural influence of “face” to investigate the impact of social media on sugar reduction behaviors (SRBs) among Chinese youth, as well as the mediating role of health consciousness (HC) and conformity, and the moderating effects of face concern (FC) and eHealth literacy (EHL).MethodsWe conducted a national web-based, cross-sectional survey through proportionate probability sampling of 883 Chinese youth in July 2024. Descriptive statistics, Pearson correlations, model fit indices, and partial least squares. Structural equation models were used to examine the relationships among all variables.ResultsNearly half of the 883 participants were female (460/883, 52.1%), 91.9% (812/883) were aged 15‐30 years. Most participants (602/883, 68.2%) had undergraduate education levels; the majority (688/883, 77.9%) had a bachelor’s degree or higher, and 654 (74.1%) had a normal BMI. Most participants (575/883, 74.1%) had used social media for 3‐10 years. Chinese youth reported relatively high SRB scores (mean 3.62, SD 0.99). Male participants achieved notably higher scores (mean 3.72, SD 0.93), whereas participants aged 15‐18 years showed significantly lower SRB scores (mean 3.50, SD 1.05). Structural equation modeling revealed that social media usage positively influenced conformity (β=.51; P<.001) and HC (β=.35; P<.001). These factors, in turn, significantly predicted SRBs (β=.14 and β=.50, respectively; both P<.001). The influence of social media usage on SRBs is primarily facilitated through 2 mediating pathways: HC mediated the relationship (Variance Accounted For=51.5%), while conformity’s mediation was less pronounced (Variance Accounted For=21.05%), indicating a secondary influence. FC (β=.09; P=.02) and EHL (β=.06; P=.04) moderated the respective relationships.ConclusionsThis study demonstrates that social media effectively promotes SRBs among Chinese youth. By embedding cultural influences, such as FC, alongside enabling competencies, such as EHL, in an extended SOR model, we enhance our understanding of social media’s influence on health behaviors. The findings highlight cultural nuances in health communication and position the enhanced SOR model as a framework for health promotion. Furthermore, the study underscores the primary mediating effect of HC—surpassing that of conformity—while also delineating the moderating roles of FC and EHL, offering actionable insights for digital-age public health strategies.

In recent decades, global interest in organically produced food has expanded substantially; however, the understanding of the motives and barriers underlying its consumption remains incomplete, prompting increased scholarly attention to this topic. However, in the context of the Chinese market, there is a particular scarcity of research that, within the Theory of Planned Behavior (TPB) model, systematically analyzes newly introduced variables and determines whether they function as motives or barriers to organic food consumption. To address this gap, the present study systematically reviews 14 empirical articles on organic food consumption in China published between 2014 and 2024, and classifies and summarizes the relevant motives and barriers based on the consumption values theory and the innovation resistance theory. The findings indicate that the most frequently examined drivers include the conditional value of trust ( n = 5), followed by health consciousness ( n = 4) and revealed information ( n = 2). Within the domain of social value, environmental concern ( n = 3) emerges as a significant influence on Chinese consumers. Regarding barriers, an aspect less frequently analyzed in the reviewed literature, the present study identifies that existing studies primarily focus on value barriers, with price sensitivity and pricing policy. The findings aim to provide a more comprehensive, context-specific reference for advancing theoretical development and guide practical applications in this domain.

This study examines the impact of Health Consciousness on parents' healthy snack purchasing decisions for Generation Alpha children, with front-of-pack labeling (FOPL) as a mediating variable. Using a quantitative survey of 150 parents and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM), the results indicate that Health Consciousness significantly influences purchasing decisions, both directly (β = 0.347, p &lt; 0.01) and indirectly through FOPL (β = 0.248, p &lt; 0.05). FOPL also has a significant positive effect on purchasing decisions (β = 0.407, p &lt; 0.01). These findings highlight that parental Health Consciousness remains a key driver of healthy food choices, while FOPL strengthens decision-making by simplifying nutritional information. This study advances the consumer behavior literature by clarifying the mediating role of FOPL and offers actionable insights for policymakers and marketers to design effective labeling strategies and educational campaigns that promote healthier eating habits among Generation Alpha children.

Functional foods are gaining increasing prominence in emerging markets as consumers respond to growing health concerns, urbanization, and evolving dietary patterns. However, little is known about how consumers in developing economies interpret safety-focused communication, nutritional claims, and packaging innovation when evaluating functional foods. Pakistan represents an important context due to its rapidly growing functional food sector, weak regulatory environment, and heightened consumer concerns about product safety. This study examines how safety-focused communication, nutritional claims, and innovative packaging influence consumer trust, perceived product safety, and purchase intention within Pakistan’s developing functional food sector. Data were collected from 418 consumers across five major Pakistani cities and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that safety communication, nutritional claims, and packaging innovation significantly enhance perceived product safety and trust, with trust emerging as the strongest predictor of purchase intention. Moreover, communication highlighting technological advancements in packaging strengthens trust and improves perceptions of product quality. Consumer trust mediates the relationship between marketing communication and purchase intention, while health consciousness moderates these effects. The results underscore the vital role of transparent and credible marketing communication in building consumer trust and encouraging the adoption of functional foods in emerging markets. Managerially, integrating explicit safety and packaging cues into marketing strategies can enhance consumer acceptance, while policymakers should ensure regulatory oversight of nutritional and packaging-related claims.

Purpose This study frames sustainable consumption as a dimension of social responsibility and investigates how economic constraints, infrastructural asymmetries, consumer values (environmental and egoistic) and the informal market influence both individual choices and access to sustainable food systems. Focusing on a developing-country context, the study aims to examine the contextual determinants shaping the intention–behavior relationship in sustainable food consumption. In doing so, it addresses a research gap by extending insights beyond the predominance of studies conducted in developed economies. Design/methodology/approach Data were collected from 645 consumers of organic food in southern Brazil using a mixed sampling strategy comprising in-person surveys at an organic fair and an online questionnaire distributed via social media. To test the conceptual model, data were analyzed using partial least squares structural equation modeling with SPSS and SmartPLS software. Findings Environmental values positively affect attitudes, whereas egoistic values negatively influence them. Attitude, subjective norms and perceived behavioral control significantly predict intention. Locavorism strengthens, whereas price sensitivity and convenience orientation weaken the intention–behavior relationship. These results indicate that sustainable food behavior in developing economies is shaped not only by personal attitudes but also by structural conditions limiting equitable participation in sustainable consumption. Practical implications Strengthening local food networks through institutional support and policy interventions can enhance equitable access to sustainable options. Reducing certification costs, improving short supply chains and investing in logistical infrastructure are essential measures to remove systemic barriers and promote inclusive sustainable consumption. Social implications This study positions sustainable food practices as a social responsibility issue, showing how consumer behavior intersects with broader equity concerns. Addressing affordability and convenience constraints is essential to ensure that sustainable options are accessible to all socio-economic groups, rather than remaining exclusive privileges. Originality/value By examining the intention–behavior gap in a developing-market context and situating it within systemic constraints such as affordability, infrastructure and informal retail channels, this research contributes to a more inclusive and socially responsible understanding of sustainable consumption. The findings provide context-specific insights that extend existing models of consumer behavior and inform policy and managerial strategies in emerging economies. Future research could extend the egoistic value construct by incorporating food-specific self-oriented motives, such as health consciousness or status-driven consumption.