Abstract
The rapid progress of technology has led to a proliferation of information sources and distribution channels, facilitating the dissemination of knowledge on environmental sustainability and agricultural practices to consumers. However, the intricate impact of Network Information Dissemination (NID) on environmental sustainability and consumer purchasing decisions in agriculture remains a complex area of study. This research aims to explore the interconnections between network information dissemination, environmental sustainability, agricultural consumer purchase decisions, and the mediating role of information overload and trust in information sources. Additionally, it investigates the moderating impact of information accessibility. Employing a quantitative research design, data is collected through an online survey targeted at Chinese consumers, with 400 responses being evaluated using SmartPLS. The findings reveal that network information distribution significantly and positively influences both environmental sustainability and agricultural consumer purchasing decisions. Moreover, the study identifies that information overload and trust in information sources act as moderators in the relationship between network information diffusion and agricultural consumer purchasing decisions. Additionally, the research indicates that information accessibility moderates the relationship between network information distribution and environmental sustainability. Specifically, when information accessibility is high, the relationship is more pronounced compared to situations where accessibility is low. This underscores the importance of information accessibility in achieving environmental sustainability through network information transmission.
Published Version
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