A Study On The Mechanism Influencing Purchase Intention Of Green Agricultural Products Based On The Health Belief Theory

The constant degradation of agriculture natural environment, and the constantoccurrence of agriculture products safety issues strongly stimulated consumersseeking agricultural products with a high level of quality, safety, health and ecology.As a more environmental and friendly choice compared to normal agriculturalproducts, green agricultural products are more and more favored by consumers andhave become a hot issue in academic circles. From agricultural characteristics,individual, external and many other factors, Scholars at home and abroad have carriedout some researches about psychological factors affecting the willingness to buy greenagricultural products. However, the research about psychological factors affecting thewilling to buy green agricultural products is still lacking systematic and targeted.Based on the health belief theory and ecological systems theory, the study builtan influencing mechanism model of the purchase intention of green agriculturalproducts, analyzing the impact of five antecedent variables including perceivedsusceptibility and severity of agricultural safety accidents, perceived benefits,perceived barriers and self-efficacy on buying green agricultural products on purchaseintention. It also explores the moderating effect of greenwashing. The study usedquestionnaires method, distributing650questionnaires in Yuelu District, FurongDistrict, Tianxin District, Yuhua District and Kaifu District in Changsha and a total of473valid questionnaires recovered. Based on this method, the study used multipleregression analysis to test research hypothesis.The empirical results show that perceived susceptibility and severity ofagricultural safety accidents, perceived benefits of purchasing green agriculturalproducts and self-efficacy have a significant posit ive effect on purchase intention ofgreen agricultural products; Perceived barriers of purchasing green agriculturalproducts has a significant negative effect on willingness to buy green agriculturalproducts; greenwash weakens the positive effect of perceived susceptibility, perceivedbenefits, and self-efficacy having on the purchase intention, and strengthens thepositive effect of perceived severity having on purchase intention. While themoderating effect of greenwash phenomenon having on the path that perceivedbarriers negatively affect purchase intention is not significant; the self-efficacy andperceived benefits have the greatest effects on purchase intention; greenwash has the greatest moderating effects on the path from perceived severity to purchase intention.