Food traceability and sustainable consumption: the role of perceived authenticity and value co-creation in shaping green purchase intention

The concept of food traceability systems has risen significantly in recent years and is increasingly viewed as an important mechanism for establishing sustainable consumption. However, the psychological mechanisms through which traceability perception affects green purchasing behavior remain poorly understood. Utilizing signaling theory and the service-dominant logic, this study framed a dual-mediation model. Accordingly, this model examined how food traceability perception shapes green purchase