| 【Objective】This article aims to explore the driving relationship between customer perceived value of
organic agricultural products and product knowledge to consumer attitudes and behavioral intentions. 【Method】Taking
700 consumer samples were collected from large supermarkets in major cities of China, and empirical tests were conducted
with structural equations based on the theory of planned behavior.【Result】Product knowledge, environmental value, safety
value, health value and social value all positively affect consumers' attitudes towards organic agricultural products, among
which the product knowledge has the greatest impact. The impact of hedonic value on consumers' attitudes towards organic
agricultural products has not been confirmed. Consumer attitudes, subjective norms, and perceived behavioral control all
positively affect consumers' willingness to purchase organic agricultural products, with consumer attitudes having the greatest
impact.【Conclusion】The key to promoting consumers' purchase of organic agricultural products is to improve consumer
attitudes, and to enhance consumer attitudes. In addition to striving to increase the customer perceived value of agricultural
products, special attention shall be paid to improving consumer knowledge of organic agricultural products. |
