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
Tags
smart agricultural products
Chinese consumers
value co-creation
purchase intention
attitude
cue utilization
future orientation
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