Proceedings of the 11th International Conference on Business, Accounting, Finance and Economics (BAFE 2023)

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Online Purchase Intentions for Fresh Agricultural Products in China

Authors
Chaolei Zhang1, *, Siew-Phaik Loke1
1Quest International University, 30250, Perak, Malaysia
*Corresponding author.
Corresponding Author
Chaolei Zhang
Available Online 31 December 2023.
DOI
10.2991/978-94-6463-342-9_19How to use a DOI?
Keywords
Fresh Agricultural Products; Green Products; China
Abstract

This paper integrates two perspectives: behavioural (self-identity and long-term orientation) and social approach (deontology and collectivism) to examine the purchase intention of fresh agricultural products. A strong sense of self-identify and long-term orientation is expected to affect purchase intention. Meanwhile consumers who emphasize adherence to ethical principles and rules, who have tendency to prioritize group interest and societal value are anticipated to buy fresh agricultural products. Survey questionnaire was used to collect data. A total of 384 respondents from China participated in the study. Multiple regression analysis was conducted, and the research results show that all four variables have significant positive impact on purchase intention (p<0.05). The long-term orientation was found to have the strongest effect on purchase intention of fresh agricultural products. This implies that the consumers’ perception on future and long-term benefits play a crucial role in influencing their purchase intention. In conclusion, the farmers and agricultural marketers in China can enhance consumers’ purchase intentions and promote sustainable consumption practices by focusing on these drivers in their marketing strategies and communication efforts.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 11th International Conference on Business, Accounting, Finance and Economics (BAFE 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2023
ISBN
978-94-6463-342-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-342-9_19How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Chaolei Zhang
AU  - Siew-Phaik Loke
PY  - 2023
DA  - 2023/12/31
TI  - Online Purchase Intentions for Fresh Agricultural Products in China
BT  - Proceedings of the 11th International Conference on Business, Accounting, Finance and Economics (BAFE 2023)
PB  - Atlantis Press
SP  - 268
EP  - 279
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-342-9_19
DO  - 10.2991/978-94-6463-342-9_19
ID  - Zhang2023
ER  -