Abstract：In this study, behavioral attitudes, subjective norms and perceived behavioral control are used as mediators to explore the role of consumption motivation and cognitive level in shaping consumers' purchase behavior for green agricultural products. A survey of 432 supermarket consumers in Wuhan shows that they have a high willingness to buy safe agricultural products. The consumption motivation and cognitive level of agricultural products' quality and safety level have a positive impact on consumers' purchase behavior through behavior attitudes, subjective norms and perceived behavioral control.Consumer behavior and attitude affects the subjective norms. However, the mediating effects of behavior attitude and subjective norms are independent among consumers' consumption motivation, cognitive level and purchase behavior. Consumer behavior and attitude do not transfer to specific purchase intention and behavior through subjective norms, which provides decision-making reference for government in the supervision of agricultural product quality and safety.
高齐圣, 王秋苏, 杨晶. 绿色农产品消费动机、认知水平与购买行为研究[J]. 复杂系统与复杂性科学, 2022, 19(1): 88-95.
GAO Qisheng, WANG Qiusu, YANG Jing. Research on the Motivation of Consumption, Cognitive Level and Purchasing Behavior of Green Agricultural Products. Complex Systems and Complexity Science, 2022, 19(1): 88-95.
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