The Purchase Intention for Agricultural Products of Regional Public Brands: Examining the Influences of Awareness, Perceived Quality, and Brand Trust

Abstract

Digital economy technologies such as big data, artificial intelligence, and 5G have brought significant changes to the operation and management of regional agricultural products. As a result, competition between agricultural enterprises turned to competition between brands. Recently, many regional brands of agricultural products have emerged, but most have low visibility, low influence, and significant homogeneity. Therefore, ways to rapidly improve public awareness of regional agricultural brands’ products have become an important issue in some regions. Against the background of regional brands and on the basis of 576 responses to a survey questionnaire, this study analyzes the direct and indirect influences of awareness and perceived quality on consumers’ purchase intention of agricultural products and the mediating influence of brand trust on consumer purchase intention. The results indicate that awareness has a significant positive effect on consumers’ purchase intention and that brand trust could strengthen the influence of awareness on consumers’ purchase intention. At the same time, brand trust can promote the positive influence of perceived quality on consumers’ purchase intention. This study extends the research on consumer behavior theory, reveals the influence mechanism of consumer purchase intention of the agricultural products of regional public brands, and provides a new perspective for further research on agricultural products in some regions. Additionally, we provide management implications for the operation of agricultural products of regional public brands.

Understanding the mediating role of perceived risk in the relationship between price, product quality, and copra repurchase intention in North Maluku province

“…Evidence from prior studies showing that pricing influences purchase intention provide s credence to this theory (Madrid Devéscovi & Sempertiga Hernández, 2019;Weerasiri & Cooray, 2016), and agricultural product buying intention is influenced by product quality (Sun, Huang, Fang, & Yan, 2022;Thuy, Phuong Dio, Hoan, Ninh, & Thuy Nga, 2021). Although some studies show different results, namely that price and product have no significant effect on purchase intention (Amanda, Kusniawati, & Surjaatmadja, 2021;Mirabi, Akbariyeh, & Tahmasebifard, 2015).…”

Exploring the Impact of Consumer Trust and Perceived Risks on the Intentions to Purchase Overseas Travel Packages via Social Media in Thailand: an Application of the Fuzzy Set Delphi Method

“…The role of e-WOM as a key information source for consumers' purchase decision-making has been underscored, emphasizing its influence on consumers' purchase intentions [60]. Moreover, the impact of e-WOM on consumers' purchase intentions for agricultural products of regional public brands has been examined, providing insights into the factors influencing consumers' purchase intentions and the role of e-WOM in shaping purchase decisions [61]. Additionally, the influence of e-WOM on Malaysian Facebook users' online airline tickets purchase intentions has been studied, offering valuable implications for airline and travel organizations in Malaysia [62].…”

The identification of expected functional food quality: female consumers' perspective

“…In the consumer behavior literature, it is known that product quality has a critical role in purchasing decisions (Cuong, 2022; Faritzal et al , 2021; Kusumaradya et al , 2021; Lestari and Safitri, 2022). Product quality increases purchase/repurchase intention (Cuong, 2022; Sun et al , 2022; Walia et al , 2020; Wang et al , 2020). Thus, to attract female consumers to consume functional food, it is crucial to ensure the quality of functional food products according to their perception.…”