This study aims to reveal the synergistic pathways influencing consumers’ purchase intention for Camellia oleifera oil by investigating the dual-system transmission mechanism of health belief and perceived value, seeks to provide theoretical support for activating market demand and optimizing the industrial supply structure in the context of evolving health consumption trends.

A dual-system model integrating the health belief model and perceived value theory was developed, and the direct effect of health beliefs on purchase intention and the mediating role of perceived value were empirically tested by using the structural equation model.

1) Health belief exhibited significant positive effects on purchase intention (β=0.365, P < 0.01), with perceived value mediating 60.67% of this relationship; 2) Functional value emerged as the strongest rational pathway (β=0.276, P < 0.01), while green value showed insignificant mediation (β=-0.035). Digital interaction value (β=0.201) and emotional value (β=0.172) significantly mediated emotional system effects, contrasting with non-significant social value transmission (β=-0.05); 3) The Process macro was integrated with Bootstrap resampling (5 000 replications), and the results remained robust.

The dual-system mechanism operates through functional value (rational cognition) and emotional/digital interaction value (emotional experience), while green/social value pathways remain underdeveloped. Market strategies should prioritize health education, digital scenario development, and emotional branding to enhance value perception and promote supply-demand coordination in the Camellia oleifera oil industry.