It remains highly relevant to investigate strategies for encouraging the adoption of organic food among Chinese consumers.This study introduces the functional , social and emotional value of traditional consumption values as independent variables, aiming to explore the differential impacts of these three values on purchase intention and their action mechanisms.The research instrument was administered to collect data, resulting in 400 usable responses. And the partial least squares structural equation modeling (PLS-SEM) was adopted for empirical analysis.The research findings are that functional , social and emotional value all beneficially affect willingness to buy organic food, but their influence diverge. The total effect of emotional value on willingness to buy organic food is more notable, while the direct effect of social value is stronger. Secondly, the mediating mechanisms of attitude and subjective norms (SN)are different, but all three values can influence willingness to buy organic food through these two mediating variables. In particular, the mediating effect of SN on functional value is greater, while the mediating effect of attitude on emotional value and social value is more prominent.
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