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

doi:10.14088/j.cnki.issn0439-8114.2025.05.030

Abstract

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

CLC Number:

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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