<b>死亡率显著性与绿色食品购买意向</b>

气候危机、疫情和食品安全丑闻加剧了公众的生存焦虑，推动消费者优先事项向安全和可持续性转变，推动绿色食品成为市场主流。本研究以恐怖管理理论和接近-回避动机理论为基础，提出了一个双路径框架，以探索死亡率显著性影响绿色食品购买意愿的不同机制。四项实验的结果验证了我们的猜想。首先，死亡率显着性正向预测绿色食品购买意愿。更重要的是，这种效应同时由两种途径介导：接近动机（关注集体和环境福祉）和回避动机（关注保护个人和家庭健康）。此外，绿色食品的感知温暖和能力使这种双路径机制变得清晰。这些发现为政府、企业和公众在缓解与死亡相关的焦虑、创新绿色食品开发以及在持续的健康威胁中促进绿色消费提供了启示。Climate crises, pandemics, and food safety scandals have exacerbated public existential anxiety, shifting consumer priorities toward safety and sustainability and establishing green food as a mainstream market segment. Building on Terror Management Theory (TMT) and Approach-Avoidance Motivation Theory, this study proposes a dual-pathway framework to explore the distinct mechanisms through which mortality salience influences green food purchase intention. Findings from four experiments validate our hypotheses. First, mortality salience positively predicts green food purchase intention. More importantly, this effect is simultaneously mediated by two pathways: approach motivation (focused on collective and environmental well-being) and avoidance motivation (focused on protecting individual and family health). Furthermore, the perceived warmth and competence of green food clarify this dual-pathway mechanism. These findings offer implications for governments, enterprises, and the public to alleviate death-related anxiety, innovate green food development, and promote green consumption amid ongoing health threats.