Study on the Influence of Perceived Value of Green Agricultural Products on Purchase Intention

Abstract

With growing public awareness of environmental protection, consumption patterns are evolving, with green consumption emerging as a prevailing trend. Green agricultural products, renowned for their safety and eco-friendly nature, have garnered significant attention. This study investigates the consumption patterns of green agricultural products in Guangxi through an online survey that collected 316 valid questionnaires. Using SPSS software, we conducted descriptive statistics and item discrimination analysis to examine how different dimensions of perceived value influence purchasing intentions across consumer groups. The findings reveal that perceived value comprises four dimensions: functional benefits, environmental sustainability, social responsibility, and food safety. Both perceived value and subjective norms positively impact purchase intention, with subjective norms serving as a mediating factor between these two dimensions. This study not only helps businesses and industry professionals better understand the mechanisms driving consumer purchasing decisions but also promotes the development of the green agricultural product market while advancing the adoption of sustainable consumption practices.