This study investigates the health-driven mechanism of organic food consumption using structural equation modeling (SEM) and mediation analysis. It explores how health beliefs, perceived benefits, moral norms, self-efficacy, and controllability influence consumers' willingness to purchase organic beef. The research is based on three theories: the Health Belief Model (HBM), the Theory of Planned Behaviour (TPB), and the Norm Activation Model (NAM). The study collected data from 539 Chinese consumers and analyzed the relationships between health concerns and other variables. The results show that health concerns significantly promote the formation of willingness to purchase organic beef. Mediation analysis indicates that health concerns indirectly affect the willingness to purchase organic beef through perceived benefits, moral norms, and controllability, but not through self-efficacy. The study provides important insights for government regulation, certification of organic foods, and marketing strategies for organic food. It also highlights the importance of health awareness in driving organic food consumption, especially in the post-pandemic era. The findings suggest that consumers with higher health awareness are more likely to purchase organic food due to its health benefits, environmental protection, and safety. The study also emphasizes the role of moral norms and controllability in influencing organic food purchase intentions. Overall, the study contributes to the understanding of the health-driven mechanism of organic food consumption and provides practical implications for marketing and policy-making.This study investigates the health-driven mechanism of organic food consumption using structural equation modeling (SEM) and mediation analysis. It explores how health beliefs, perceived benefits, moral norms, self-efficacy, and controllability influence consumers' willingness to purchase organic beef. The research is based on three theories: the Health Belief Model (HBM), the Theory of Planned Behaviour (TPB), and the Norm Activation Model (NAM). The study collected data from 539 Chinese consumers and analyzed the relationships between health concerns and other variables. The results show that health concerns significantly promote the formation of willingness to purchase organic beef. Mediation analysis indicates that health concerns indirectly affect the willingness to purchase organic beef through perceived benefits, moral norms, and controllability, but not through self-efficacy. The study provides important insights for government regulation, certification of organic foods, and marketing strategies for organic food. It also highlights the importance of health awareness in driving organic food consumption, especially in the post-pandemic era. The findings suggest that consumers with higher health awareness are more likely to purchase organic food due to its health benefits, environmental protection, and safety. The study also emphasizes the role of moral norms and controllability in influencing organic food purchase intentions. Overall, the study contributes to the understanding of the health-driven mechanism of organic food consumption and provides practical implications for marketing and policy-making.