Abstract
The purpose of this study is to identify the consumption values that drive the purchase intention of Agri-food products (AFP) produced by local entrepreneurs, and how their entrepreneurial spirit can moderate the interplay between values and purchase intention. A sample of 428 users of AFP was drawn to test the model comprising three consumption values with inclusion of trust as a mediator and entrepreneurial spirit as moderator of the relations between constructs. The model was tested using structural equation modeling. Only functional value has a significant influence on trust, whereas all three consumption values influence the purchase intention also trust partially mediated the relationship of consumption values and purchase intention. Entrepreneurial spirit moderates the association of purchase intention with emotional value and trust. The consumption value theory in the context of AFP produced by local entrepreneurs is unique to this study.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of International Food & Agribusiness Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
