Research On The Influence Of Greenwashing Perception On Consumers' Willingness To Purchase Green Agricultural Product

Nowadays the ecological environment in our country is severely deteriorating,which not only threatens the quality and safety of agricultural products,also increases consumers’demand for green agricultural products.Purchasing green agricultural products has already become a new consumption fashion.Whereas,greenwashing phenomenon occurs frequently at the same time because of information gap and insufficient supervision and punishment in green agricultural product market.Whether the green agricultural products claimed by companies are real or not is attracting more and more social attention.Therefore,exploring the influencing mechanism of consumers’ greenwashing perception to their purchase intention of green agricultural products,improving the research system of consumers’ purchase intention of green agricultural products,and exploring long-term mechanism for the health development of green agricultural product market are of great significance.Based on the cognition-affect-behavior(C-A-B)paradigm in ABC attitude theory,this study constructs a theoretical model with consumers’ greenwashing perception as an independent variable,consumers’ purchase intention of green agricultural products as a dependent variable,and consumer trust as a mediating variable.Moreover,on the basis of Mayer’s model of trust,this study determines three subdimensions of consumer trust,including trust of ability,trust of benevolence and trust of integrity.Health consciousness is also introduced into the model as a moderating variable in the pathway of consumer trust to purchase intention.This paper uses empirical research method and analyses data through SPSS and AMOS statistical analysis software.According to data analysis results,the following conclusions are drawn:(1)Consumers’ purchase intention of green agricultural products are influenced by their greenwashing perception and trust.Consumers’ greenwashing perception negatively influence their purchase intention of green agricultural products.However,all subdimensions of consumer trust(ability,benevolence and integrity)positively influence consumers’ purchase intention of green agricultural products,and trust of integrity is the most influential variable;(2)Consumers’ greenwashing perception negatively influence each subdimension of consumer trust,and the negative influence to trust of integrity is the greatest;(3)All subdimensions of consumer trust partially mediate the negative relationship of consumers’ greenwashing perception to their purchase intention of green agricultural products;(4)Health consciousness plays a positive moderating role in the pathway of consumers trust to consumers’ purchase intention to green agricultural products,and its moderating effect in the pathway of trust of integrity to purchase intention is the greatest.Then,this paper puts forward following suggestions to restrain greenwashing phenomenon of agricultural products and improve consumers’ purchase intention of green agricultural products:improve information traceability and accountability systems of green agricultural products;expand information communication and feedback channels;perfect policies and regulations as well as supervision and punishment mechanisms;strengthen knowledge promotion of green agricultural products.