Business

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

Y. Zheng and D. Cao

This study by Yan Zheng and Dayu Cao explores the factors that drive Chinese consumers to purchase smart agricultural products. Discover how value co-creation, cue utilization, and attitude shape purchasing intentions, with future orientation playing a crucial moderating role. Dive into these insights that could transform marketing strategies for sustainable consumption.

00:00

Playback language: English

Index

Abstract

This study investigated the factors influencing Chinese consumers' intention to purchase smart agricultural products. Using a structural equation model and data from an online survey, the study examined the effects of value co-creation, cue utilization, attitude, and future orientation. Results showed that cue utilization positively affects value co-creation and attitude, which in turn promote purchase intention. Future orientation positively moderates the effect of attitude on purchase intention. These findings have implications for marketing strategies aimed at promoting sustainable consumption patterns.

Publisher

Humanities and Social Sciences Communications

Published On

Oct 21, 2024

Authors

Yan Zheng, Dayu Cao

Related Publications

Explore these studies to deepen your understanding of the subject.

Psychology

Do perceived control and time orientation mediate the effect of early life adversity on reproductive behaviour and health status? Insights from the European Value Study and the European Social Survey

B. C. Farkas, V. Chambon, et al.

Business

The conceptualization of smart tourism service platforms on tourist value co-creation behaviours: an integrative perspective of smart tourism services

C. Chuang

Agriculture

Do agricultural commodity prices asymmetrically affect the performance of value-added agriculture? Evidence from Pakistan using a NARDL model

U. Kashif, J. Shi, et al.

Environmental Studies and Forestry

How does the Belt and Road policy affect the level of green development? A quasi-natural experimental study considering the CO2 emission intensity of construction enterprises

X. Li, Y. Huang, et al.

Listen, Learn & Level Up

Over 10,000 hours of research content in 25+ fields, available in 12+ languages.

No more digging through PDFs, just hit play and absorb the world's latest research in your language, on your time.

listen to research audio papers with researchbunny