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A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products

INTRODUCTION: In 2020, the outbreak of COVID-19 has forced consumers to shift their consumption patterns online. However, the problem of online fraud in green agricultural products seriously undermines consumer trust and is detrimental to the sustainable consumption of green agricultural products. T...

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Autores principales: Fu, Shaoling, Ma, Ruili, He, Guangyao, Chen, Zhiyi, Liu, Hua
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10126278/
https://www.ncbi.nlm.nih.gov/pubmed/37113116
http://dx.doi.org/10.3389/fpsyg.2023.1168214
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author Fu, Shaoling
Ma, Ruili
He, Guangyao
Chen, Zhiyi
Liu, Hua
author_facet Fu, Shaoling
Ma, Ruili
He, Guangyao
Chen, Zhiyi
Liu, Hua
author_sort Fu, Shaoling
collection PubMed
description INTRODUCTION: In 2020, the outbreak of COVID-19 has forced consumers to shift their consumption patterns online. However, the problem of online fraud in green agricultural products seriously undermines consumer trust and is detrimental to the sustainable consumption of green agricultural products. Therefore, it is particularly important to enhance consumers’ trust in online sellers. This study aims to investigate how the product environmental information transparency(soil information transparency and water information transparency) affects online consumers’ purchasing behavior of green agricultural products. METHODS: This study constructs a theoretical framework of “product environmental information transparency - online consumer trust - online purchase behavior”.We conducted an online randomized questionnaire to collect data from a sample of 512 consumers who had experience buying green agricultural products online fitted a structural equation model (SEM). RESULTS: The results show that (1) the two dimensions of product environmental information transparency have different effects on different dimensions of online consumer trust. Among them, soil information transparency has a significant positive effect on competence trust, while it does not have a significant positive effect on benevolence trust. Water information transparency has a significant positive effect on both dimensions of online consumer trust, (2) online consumer trust has a significant positive effect on online consumer purchase behavior, and (3) competence trust has a significant positive effect on benevolence trust. DISCUSSION: Our study shows that consumer trust in merchants is significantly enhanced by increasing the transparency of environmental information about green agricultural products. different dimensions of environmental information transparency have different effects on different dimensions of online consumer trust. Product information transparency is proposed as a tool for producers to use in the online marketing of green agricultural products. Consumers’ access to information can be improved through online public disclosure of environmental quality indicators in the production process of green agricultural products, and ultimately enhance online consumption of green agricultural products.
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spelling pubmed-101262782023-04-26 A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products Fu, Shaoling Ma, Ruili He, Guangyao Chen, Zhiyi Liu, Hua Front Psychol Psychology INTRODUCTION: In 2020, the outbreak of COVID-19 has forced consumers to shift their consumption patterns online. However, the problem of online fraud in green agricultural products seriously undermines consumer trust and is detrimental to the sustainable consumption of green agricultural products. Therefore, it is particularly important to enhance consumers’ trust in online sellers. This study aims to investigate how the product environmental information transparency(soil information transparency and water information transparency) affects online consumers’ purchasing behavior of green agricultural products. METHODS: This study constructs a theoretical framework of “product environmental information transparency - online consumer trust - online purchase behavior”.We conducted an online randomized questionnaire to collect data from a sample of 512 consumers who had experience buying green agricultural products online fitted a structural equation model (SEM). RESULTS: The results show that (1) the two dimensions of product environmental information transparency have different effects on different dimensions of online consumer trust. Among them, soil information transparency has a significant positive effect on competence trust, while it does not have a significant positive effect on benevolence trust. Water information transparency has a significant positive effect on both dimensions of online consumer trust, (2) online consumer trust has a significant positive effect on online consumer purchase behavior, and (3) competence trust has a significant positive effect on benevolence trust. DISCUSSION: Our study shows that consumer trust in merchants is significantly enhanced by increasing the transparency of environmental information about green agricultural products. different dimensions of environmental information transparency have different effects on different dimensions of online consumer trust. Product information transparency is proposed as a tool for producers to use in the online marketing of green agricultural products. Consumers’ access to information can be improved through online public disclosure of environmental quality indicators in the production process of green agricultural products, and ultimately enhance online consumption of green agricultural products. Frontiers Media S.A. 2023-04-11 /pmc/articles/PMC10126278/ /pubmed/37113116 http://dx.doi.org/10.3389/fpsyg.2023.1168214 Text en Copyright © 2023 Fu, Ma, He, Chen and Liu. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Fu, Shaoling
Ma, Ruili
He, Guangyao
Chen, Zhiyi
Liu, Hua
A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products
title A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products
title_full A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products
title_fullStr A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products
title_full_unstemmed A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products
title_short A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products
title_sort study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10126278/
https://www.ncbi.nlm.nih.gov/pubmed/37113116
http://dx.doi.org/10.3389/fpsyg.2023.1168214
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