The influence of the price and publicity methods of nutrition-enhanced agricultural products on consumers' purchase intention

doi:10.14088/j.cnki.issn0439-8114.2021.12.031

Abstract

Abstract: As an innovative agricultural product, nutrition-enhanced agricultural products had improved the micronutrients in agricultural products, and can effectively solve the problem of hidden hunger in China. In this study, the dual processing cognitive mode was used as an intermediary variable, and a scenario simulation experiment method of 2 （publicity methods：picture publicity, text publicity）×2 （price increase range：low range, high range） was used to analyze the influence of the interaction of price and publicity methods on consumers' purchase of nutrition-enhanced agricultural products. The results showed that, text publicity can make consumers willing to purchase nutrition-enhanced agricultural products with low price growth than picture publicity. Picture publicity can make consumers willing to purchase nutrition-enhanced agricultural products with high price growth than text publicity. When using text to promote nutrition-enhanced agricultural products with low price growth, consumers often use analytical information processing systems.

Key words: nutrition-enhanced agricultural products, price, publicity methods, dual processing cognitive mode

CLC Number:

F323.7

WANG Xi-lin, LI Ting-ting. The influence of the price and publicity methods of nutrition-enhanced agricultural products on consumers' purchase intention[J]. HUBEI AGRICULTURAL SCIENCES, 2021, 60(12): 159-164.

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