消费者价值观驱动下有机农产品购买意愿的形成机理

doi:10.14088/j.cnki.issn0439-8114.2025.05.030

湖北农业科学 ›› 2025, Vol. 64 ›› Issue (5): 190-199.doi: 10.14088/j.cnki.issn0439-8114.2025.05.030

消费者价值观驱动下有机农产品购买意愿的形成机理

游芸妹¹, 魏胜¹, 桑雨薇^1,2

1.哈尔滨商业大学管理学院,哈尔滨 150028;
2.中共黑龙江省委党校(黑龙江省行政学院),哈尔滨 150000

收稿日期:2025-01-10 出版日期:2025-05-25 发布日期:2025-06-11
通讯作者: 魏胜(1983-),男,黑龙江海伦人,教授,博士,主要从事绿色消费、有机农产品消费研究,(电子信箱)weisheng@hrbcu.edu.cn。
作者简介:游芸妹(2000-),女,福建建瓯人,在读硕士研究生,研究方向为有机农产品消费,(电子信箱)youyunmei2021@163.com
基金资助:
国家社会科学基金项目(22BJY157); 教育部人文一般项目(18YJA630083); 黑龙江省哲学社会科学研究规划项目(23SHD138); 黑龙江省博士后科研启动金项目(LBH-Q21103); 黑龙江省哲学社会科学研究青年项目(23SHC147)

The formation mechanism of purchasing intention of organic agricultural products driven by consumer values

YOU Yun-mei¹, WEI Sheng¹, SANG Yu-wei^1,2

1. School of Management, Harbin University of Commerce, Harbin 150028, China;
2. Party School of Heilongjiang Provincial Committee of the Communist Party of China (Heilongjiang Academy of Governance), Harbin 150000, China

Received:2025-01-10 Published:2025-05-25 Online:2025-06-11

摘要/Abstract

摘要： 从消费者价值观的视角,引入健康关注和环境关注作为中介变量,引入不确定性作为调节变量,构建了消费者价值观对有机农产品购买意愿的影响机理模型。对1 863份有效问卷的分析结果显示,消费者的利己价值观通过健康关注影响有机农产品购买意愿,而利他价值观则通过环境关注影响有机农产品购买意愿,且环境关注的中介作用显著强于健康关注。不确定性的调节作用在不同的路径中存在差异,不确定性在利己价值观与消费者有机农产品购买意愿的关系中起正向调节作用,而在利他价值观与消费者有机农产品购买意愿的关系中起负向调节作用,进一步确定了价值观影响购买意向这一路径的边界条件。

关键词: 有机农产品, 消费者价值观, 健康关注, 环境关注, 购买意愿

Abstract: From the perspective of consumer values, health concern and environmental concern were introduced as mediating variables, and uncertainty was introduced as a moderating variable to construct a mechanism model of the impact of consumer values on the willingness to buy organic agricultural products. The analysis results of 1 863 valid questionnaires showed that consumers’ selfish values affected the willingness to buy organic agricultural products through health concerns, while altruistic values affected the willingness to buy organic agricultural products through environmental concerns, and the mediating effect of environmental concern was significantly stronger than that of health concerns. The moderating effect of uncertainty was different in different paths, uncertainty played a positive moderating role in the relationship between selfish values and consumers’ willingness to buy organic agricultural products, and a negative moderating role in the relationship between altruistic values and consumers’ willingness to buy organic agricultural products, which further clarified boundary conditions of the path that values affected purchase intention.

Key words: organic agricultural products, consumer values, health concern, environmental concern, purchase intentions

中图分类号:

游芸妹, 魏胜, 桑雨薇. 消费者价值观驱动下有机农产品购买意愿的形成机理[J]. 湖北农业科学, 2025, 64(5): 190-199.

YOU Yun-mei, WEI Sheng, SANG Yu-wei. The formation mechanism of purchasing intention of organic agricultural products driven by consumer values[J]. HUBEI AGRICULTURAL SCIENCES, 2025, 64(5): 190-199.

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消费者价值观驱动下有机农产品购买意愿的形成机理

The formation mechanism of purchasing intention of organic agricultural products driven by consumer values

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