Online Purchase Intentions for Fresh Agricultural Products in China

Chaolei Zhang and Siew-Phaik Loke ()
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Chaolei Zhang: Quest International University
Siew-Phaik Loke: Quest International University

A chapter in Proceedings of the 11th International Conference on Business, Accounting, Finance and Economics (BAFE 2023), 2023, pp 268-279 from Springer

Abstract: 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

Keywords: Fresh Agricultural Products; Green Products; China (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-342-9_19

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DOI: 10.2991/978-94-6463-342-9_19

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