Research On The Impact Of Agricultural Product Brand Social Responsibility Perception On Consumers' Purchase Intention

Responsibility is the foundation of agriculture,because agricultural products are closely related to human daily life.In recent years,with the outbreak of agricultural product safety and epidemic problems,as well as the promotion of rural revitalization strategies and brand agriculture,agricultural enterprises have begun to pay attention to brand influence And social responsibility commitment,integrate social responsibility into their business and development strategies,and actively participate in charity activities.However,in the specific implementation,most of the corporate social responsibility work has not had the expected impact on the consumer market.The essence is that although the company has done a lot of social responsibility work,there have been problems in the transformation process,and it has not been completely transformed into the social responsibility of the brand that can be truly perceived and recognized by consumers.A responsible brand that is highly recognized by consumers,because the company 's brand is not what consumers want to buy.Consumers buy product brands(including regional public brands and shared product brands),and many entrepreneurs and social responsibility Scholars may not necessarily establish this understanding.The purpose of this study is to explore the impact mechanism of agricultural product brand social responsibility perception on consumers' purchase intention from the perspective of responsibility perception,understand the psychological path formed by consumers from responsibility perception to purchase intention,and guide enterprises and consumers' responsibilities from practice Communicating and establishing responsible agricultural product brands also theoretically support academic research on brand social responsibility.Through literature review and empirical research,this study draws the following conclusions: Firstly,the perception of social responsibility of agricultural product brands has a positive impact on consumers' purchase intentions,and the degree of influence is different in different dimensions,of which environmental protection responsibility has the highest degree of impact,followed by consumption Perceived rights and interests of consumers,and finally charity and charity responsibility.Secondly,consumer trust plays a part of the intermediary role in the impact of agricultural product brand social responsibility perception on consumers' purchase intention.Thirdly,individual characteristics: gender in agricultural product brand social responsibility perception and consumption There is a moderating role in the relationship between purchasers' willingness to buy,but it has no moderating role in the dimension of charity.Among them,men are less sensitive to responsibility perception and women are higher.