Research On Consumer’s Intention And Behavior To Purchase Agricultural Products Sold To Help Farmers And The Influencing Factors

At the end of 2020,China announced that it had won the poverty alleviation battle and improved the poverty situation.With the comprehensive promotion of China’s rural revitalization policy,maintaining the people in poverty-stricken areas not to return to poverty will become a key task to consolidate and expand the achievements of poverty alleviation and connect with the rural revitalization strategy.Consumer assistance to agricultural products is an important way for all sectors of society to participate in poverty alleviation and rural revitalization and construction in China.It is of great significance for consolidating the achievements of poverty alleviation and implementing the rural revitalization and development strategy.This study conducts a study on consumers,the main body of consumer agricultural assistance,to explore consumer purchasing intentions and behaviors of agricultural products sold to help farmers and the influencing factors,and to further analyze the differences in consumer agricultural assistance decision-making among different groups.The specific process,conclusions,and policy recommendations of this study are as follows:This study proposes research hypotheses based on planned behavior theory and perceived value theory,constructs a theoretical framework of consumer purchase intention and behavior influencing factors of agricultural products sold to help farmers,constructs a structural equation model,and elaborates relevant assumptions about the impact path and mechanism.Then select measurement indicators for each variable in the theoretical framework,compile survey questions,and obtain survey data for 1500 residents in six cities through online surveys.Using SPSS and AMOS software to conduct empirical analysis on structural equation models,we obtained the influencing factors of consumer purchasing intention and behavior of agricultural products sold to help farmers.Finally,groups analysis were conducted to verify the differences in influence pathways caused by sample differences among respondents and the moderating effect of perceptual behavior control on purchase intention conversion and purchase behavior.The main findings of this study are as follows:(1)Consumers have relatively positive purchasing intentions for agricultural products sold to help farmers,but the purchase amount,frequency,and proportion of household agricultural product sold to help farmers consumption are not high enough,indicating that there are significant differences in purchasing intentions and behaviors of consumers in the current market for agricultural products sold to help farmers;(2)The perceived value of consumer assistance to agriculture positively affects behavioral attitudes,subjective norms,and perceived behavioral control;(3)The influencing factors of consumers’ purchase intention of agricultural products sold to help farmers include perceived value,behavioral attitude,subjective norms,and perceived behavioral control;(4)Consumer purchase intention of agricultural products sold to help farmers significantly positively affects purchase behavior,and dimensions such as channel convenience,after-sales service,and recognition of agricultural sold to help farmers products under the dimensions of perceived behavior control measure play a moderating role in transforming purchase intention into purchase behavior;(5)There are differences in the degree of influencing factors on consumer purchasing intention and behavior of agricultural products sold to help farmers among different groups.Based on the conclusions of this study,corresponding policy recommendations are proposed.For the government:(1)Strengthen the media publicity of agricultural products sold to help farmers;(2)Provide farmers with production technology and optimize marketing channels for agricultural products sold to help farmers;(3)Improve the certification of agricultural product sold to help farmers and implement purchase subsidies sold to help farmers for certified agricultural products.For farmers:(1)Improve the production technology level and ensure the high quality of agricultural products;(2)Seizing market opportunities to create agricultural aid brands;(3)Select multiple sales channels;(4)Develop different marketing strategies for different groups of people.