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| Research on the Motivation of Consumption, Cognitive Level and Purchasing Behavior of Green Agricultural Products |
| GAO Qisheng, WANG Qiusu, YANG Jing
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| School of Economics, Qingdao University, Qingdao 266071, China |
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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.
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Received: 17 October 2020
Published: 21 February 2022
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