How do cue utilization and value co-creation and future orientation affect the consumers’ choices of smart agricultural products?

Abstract

Facing sustainability challenges and the demand for green and high-quality food, smart agriculture has become a key solution, and understanding consumer preferences for its products is crucial for sustainable development. By employing a structural equation model and using the sample data of an online survey conducted in China, this study investigated consumers’ intention to purchase smart agricultural products, thereby examining the effects of value co-creation, cue utilization, attitude, and future orientation. According to the results, cue utilization positively affects value co-creation and attitude. In addition, value co-creation and attitude can promote consumers’ purchase intention. Moreover, future orientation positively moderates the effect of attitude on purchase intention. These findings have substantial practical implications for formulating marketing strategies aimed at promoting the consumption of smart agricultural products. By strengthening the effects of cue utilization, value co-creation, and future orientation, marketers can specifically target consumers and facilitate the transition to more sustainable consumption patterns.