The impact of brand trust on consumers' behavior toward agricultural products' regional public brand.

ABSTRACT: The importance of agricultural products' regional public brands, owned by relevant organizations and jointly used by several agricultural production and operation entities, is increasing in contemporary marketing research. Based on a survey of 544 consumers, this study investigates the influence of brand trust, attitude, subjective norms, and perceived behavioral control on their purchase intention and behavior toward agricultural products' regional public brand. Through SEM, we find that brand trust toward agricultural products' regional public brand positively influences consumer attitude, purchase intention, and purchase behavior. In addition, attitude and purchase intention mediate the relationship between brand trust and purchase behavior. While attitude and perceived behavioral contr

SUBMITTER: Liu Q 

PROVIDER: S-EPMC10688752 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature