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, par- ticularly 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...