Study on the Influence of Regional Cultural Elements on Purchase Intention of Agricultural Products

DOI

10.2991/978-94-6463-504-1_26How to use a DOI?

Keywords

Packaging of agricultural products; Regional cultural elements; Purchase intention; Perceived authenticity

Abstract

Existing research shows that agricultural products with distinctive packaging are more likely to be accepted and recognized by consumers. At present, most of the packaging designs of agricultural products lack regional cultural characteristics, and the expression of regional culture is not obvious. In order to investigate the influence of regional cultural elements on consumers’ purchase intention, this study takes perceived authenticity as the mediating variable, divides it into two sub-dimensions: constructive authenticity and existential authenticity, and constructs a mechanism for the influence of regional cultural elements on the purchase intention of consumers of agricultural products. The results of this study show that the packaging of agricultural products with regional cultural elements enhances consumers’ perceived authenticity, which in turn increases consumers’ purchase intention, and perceived authenticity plays a mediating role between regional cultural elements and consumers’ purchase intention. This study provides theoretical guidance for the development of agricultural packaging.

Copyright

© 2024 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.

Download article (PDF)

TY  - CONF
AU  - Danni Wang
AU  - Yuting Liu
AU  - Xue Xiang
AU  - Huiwen Deng
AU  - Wanqing Dong
PY  - 2024
DA  - 2024/08/31
TI  - Study on the Influence of Regional Cultural Elements on Purchase Intention of Agricultural Products
BT  - Proceedings of the 2024 3rd International Conference on Information Economy, Data Modelling and Cloud Computing (ICIDC 2024)
PB  - Atlantis Press
SP  - 267
EP  - 274
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-504-1_26
DO  - 10.2991/978-94-6463-504-1_26
ID  - Wang2024
ER  -