Abstract
This study explores the factors influencing consumer attitudes and purchasing intentions towards green agricultural products in China, as consumers have shown increased awareness due to heightened health and wellness consciousness. A random sampling method generated a sample for a questionnaire survey, yielding a response rate of 88.7 percent. Both descriptive and inferential statistics were used to analyze the data, including Pearson Correlation and regression analysis. The research found that Chinese consumers exhibit a weakly positive attitude and neutral purchasing intention for green agricultural products. Furthermore, it identified a strong correlation and significant relationships between factors such as awareness, consumption values, social influence, and health consciousness and both attitude and purchase intention. The study also confirmed that attitude positively and significantly impacts purchase intention. This research enriches the understanding of consumer behavior in the green agricultural product market and aids marketers in making informed decisions.
Sign-in/Register to access full text options 
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 callDisclaimer: 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.
