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Introduction: Green consumption plays a crucial role in mitigating environmental degradation. Governments and corporations are actively fostering the growth of green consumption. The escalating environmental issues have awakened consumers' environmental and competitive awareness, which significantly aids in increasing the probability of green food consumption. Methods: This study, based on the Self-Consistency Theory and the Theory of Planned Behavior, constructs a model to analyze the effects of consumer competitive and environmental awareness on green food purchase intentions. Data from 700 consumer surveys were examined through structural equation modeling. Results: Findings indicate that while consumer competitive awareness negatively impacts green self-efficacy and perceived control, environmental awareness has a positive effect. Green self-efficacy and perceived control both positively influence green food purchase intentions. Notably, competitive awareness has a more substantial negative impact on perceived control compared to green self-efficacy. In contrast, the positive influence of environmental awareness on green self-efficacy is stronger than on perceived control. Moreover, the effect of green self-efficacy on green food purchase intention is more pronounced than that of perceived control. Discussion: Strategies like enhancing media publicity, educational initiatives, and improving purchase convenience can increase consumer purchase intentions. This study offers valuable insights for governments and businesses in understanding consumer psychology in green food consumption, aiding in marketing strategies for green food products.
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Chinese e-commerce platforms have long helped to sell agricultural products through farmer-assisting marketing activities, effectively alleviating the problem of stagnant agricultural products in some areas, and have become a valuable cause-related marketing strategy. The ethical attributes of farmer-assisting agricultural products have unique value compared with other agricultural products. However, the existing research rarely pays attention to the influence of the ethical attributes of farmer-assisting agricultural products on consumers' willingness to buy farmer-assisting agricultural products online. Based on collective efficacy theory and risk perception theory, this study systematically explores the influence mechanism of ethical attributes (symbolic ethical attribute and functional ethical attribute) on consumers' willingness to buy farmer-assisting agricultural products online through three situational experiments. The results show that compared with functional ethical attributes, symbolic ethical attributes have a more positive impact on consumers' willingness to buy farmer-assisting agricultural products online. In addition, it further reveals two mediating pathways of ethical effects (collective efficacy and risk perception) and boundaries (emergency of farmer-assisting events). This study helps to understand the ethical attributes of farmer-assisting agricultural products, and provides some practical suggestions for e-commerce enterprises implementing farmer-assisting marketing communication activities or marketers developing and promoting farmer-assisting agricultural products.
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Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium.
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With the outbreak of COVID-19, the importance of rural areas has been gradually highlighted, and the importance of rural ecological livability has been gradually recognized. A growing body of literature recognizes the importance of building a rural ecological livability (REL) system. It is urgent that we clarify the status quo and spatial-temporal differences in and distributional characteristics of rural ecological livability and that we carry out targeted and differentiated construction to promote rural ecological livability in post-epidemic China. This study proposes a conceptual model that incorporates various economic, social and environmental factors and develops a comprehensive multifactor (production-living-ecology) evaluation system. Using Fujian Province as an example, the entropy weight method is used to measure the REL level of 55 counties and cities, which are comprehensively evaluated from 2015 to 2019. Moran's I and Getis-Ord Gi* are used to analyze the spatial and distributional characteristics of the REL level in Fujian. The results show that the level of REL in Fujian Province has been relatively flat over the past five years, with a slight downward trend. The overall value of the rural ecological livability index in 2015 was 0.345, and its overall value in 2019 was 0.334, with an average value of 0.343. The REL of Fujian Province is spatially correlated, with high levels of livability in the southeast and low levels in the northeast. The autocorrelation in the level of ecological livability in Fujian's counties and cities continues to increase.