Cognitive-Affective Negotiation Process in Green Food Purchase Intention: A Qualitative Study Based on Grounded Theory.

Green food serves as a bridge connecting healthy lifestyles with environmental values, particularly in the context of sustainable consumption transitions. However, existing research lacks a systematic understanding of how consumers negotiate cognitive evaluations and emotional responses when forming green food purchase intentions. This study addresses that gap by exploring the cognitive-affective negotiation process underlying consumers' green food choices. Based on 26 semi-structured interviews with Chinese consumers across diverse socio-economic backgrounds, the grounded theory methodology was employed to inductively construct a conceptual model. The coding process achieved theoretical saturation, while sentiment analysis was integrated to trace the emotional valence of key behavioral drivers. Findings reveal that external factors-including price sensitivity, label ambiguity, access limitations, social influence, and health beliefs-shape behavioral intentions indirectly through three core affective mediators: green trust, perceived value, and lifestyle congruence. These internal constructs translate contextual stimuli into evaluative and motivational responses, highlighting the dynamic interplay between rational judgments and symbolic-emotional interpretations. Sentiment analysis confirmed that emotional trust and psychological reassurance are pivotal in facilitating consumption intention, while price concerns and skepticism act as affective inhibitors. The proposed model extends the Theory of Planned Behavior by embedding affective mediation pathways and structural constraint dynamics, offering a more context-sensitive framework for understanding sustainable consumption behaviors. Given China's certification-centered trust environment, these findings underscore the cultural specificity of institutional trust mechanisms, with implications for adapting the model in different market contexts. Practically, this study offers actionable insights for policymakers and marketers to enhance eco-label transparency, reduce structural barriers, and design emotionally resonant brand narratives that align with consumers' identity aspirations.