The role of value co-creation in linking green purchase behavior and corporate social responsibility – An empirical analysis of the agri-food sector in China

Abstract

Green purchase behavior emerges in the agri-food sector with the increasing awareness of the negative environmental impacts of agricultural production intensification. The agri-food sector responds to consumers’ demand for green products by either implementing social responsibility practices, such as environmental protection activities, to construct a “green” image/brand, or using green marketing strategies to boost sales. Amongst all the marketing strategies, value co-creation is regarded as an innovative strategy to incorporate consumer ideas and address consumer needs. To understand the role of value co-creation in the relationship between corporate social responsibility and green purchase behavior, this study employs a structural equation model to test for the inter-correlations of the three using the sample data drawn from an online survey in China. The results show corporate social responsibility influences green purchase behavior through encouraging consumers’ engagement in value co-creation. Food safety concern has a role in positively moderating the impact of corporate social responsibility and value co-creation activities on green purchase behavior. Understanding the role of value co-creation may assist policymakers in designing supporting policy for developing an efficient and innovative channel connecting the agri-food sector and consumers to build consumer confidence in the green food market.