The influence of the brand image of green agriculture products on China's consumption intention--The mediating role of perceived value.

ABSTRACT: Green agriculture can minimize the negative impact of agriculture on the environment. As countries around the world strongly advocate green production and green life style, not only is consumers' awareness about green consumption rising, but the demand for green agricultural products at home and abroad is gradually increasing as well. Brand image has been a crucial factor for consumers to make their final purchasing decisions, thus playing a critical role in influencing the purchasing decisions of consumers. Based on the theory of the brand image, this paper undergoes a comprehensive theoretical and positive analysis and explores the influence mechanism of brand image of green agricultural products on consumers' purchasing intention. A hypothetical model with perceived value as mediators i

SUBMITTER: Yang H 

PROVIDER: S-EPMC10553812 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature