This study examines the impact of consumer psychology and health beliefs on the willingness to purchase organic beef in the post-COVID-19 era. Using a structural equation modeling (SEM) approach, the study integrates variables from the Health Belief Model (HBM), the Theory of Planned Behavior (TPB), and the Norm Activation Model (NAM). The key variables include perceived susceptibility, severity, perceived benefits, moral norms, self-efficacy, and controllability. The study analyzes 539 samples and finds that health concern is a significant driving factor, promoting the formation of willingness to purchase organic beef. Mediation effect tests show that health concern indirectly affects the willingness to purchase organic beef through perceived benefits, moral norms, and controllability, but not through self-efficiency. The findings provide valuable insights for government regulation, certification, and marketing strategies in the organic food industry. The study also highlights the importance of addressing consumer concerns about food safety and environmental protection to enhance organic food consumption.This study examines the impact of consumer psychology and health beliefs on the willingness to purchase organic beef in the post-COVID-19 era. Using a structural equation modeling (SEM) approach, the study integrates variables from the Health Belief Model (HBM), the Theory of Planned Behavior (TPB), and the Norm Activation Model (NAM). The key variables include perceived susceptibility, severity, perceived benefits, moral norms, self-efficacy, and controllability. The study analyzes 539 samples and finds that health concern is a significant driving factor, promoting the formation of willingness to purchase organic beef. Mediation effect tests show that health concern indirectly affects the willingness to purchase organic beef through perceived benefits, moral norms, and controllability, but not through self-efficiency. The findings provide valuable insights for government regulation, certification, and marketing strategies in the organic food industry. The study also highlights the importance of addressing consumer concerns about food safety and environmental protection to enhance organic food consumption.