Study on the Relationship between Consumer Trust and Purchase Intention of Green Vegetables Based on the Mediating Role of Risk Perception
Consumers are the last link in the supply chain of green vegetables,so it is crucial to explore the influencing factors of consumers'purchase intention to achieve market equilibrium of supply and demand of green vegetables.Based on the perspective of trust,the consumer trust was divided into three dimensions which was ability,integrity and friendliness,and the structural equation mode was used to analyze the interrelationship among consumer trust,risk perception and purchase intention.At the same time,the trust mechanism mode for green vegetable consumption in a dynamic environment was constructed to explore the impact mechanism of trust on consumers'purchase intention of green vegetables.The results of the study showed that the ability trust and friendly trust in consumer trust significantly and positively affected consumers'purchase intention of green vegetables,and the integrity trust indirectly affected consumers'purchase intention of green vegetables through the risk perception,and the risk perception had a significant mediating effect on the relationship between consumer trust and consumers'purchase intention of green vegetables.Meanwhile,through the study of demographic characteristics,it was found that the young group and high-income group had stronger purchase intention of green vegetables.Based on the study results,countermeasures and suggestions have been proposed,including strengthening the quality assurance of green vegetables,enhancing the promotion and popularization of green vegetables,enhancing the targeted marketing of green vegetables,and enhancing the reputation of green vegetable related business entities and consumer perception of quality,to promote the development of the green vegetable industry,maintain the balance of vegetable supply and demand in the market and improve the income level of agricultural enterprises and farmers.
NETL
NSTL
万方数据
