Impact of Green Interaction on Consumers'Value Co-creation Behavior in Community Supported Agriculture Pattern
Guiding consumers to participate in value co-creation can help promote high-quality development of community supported agriculture and the transformation and upgrading of agricultural modernization.Based on dual system theory,the authors explore the effects of two different forms of green interaction on consumers'value co-creation behavior,as well as the parallel mediating roles of digital trust and green trust and the moderating effect of community atmosphere.Partial Least Squares Structural Equation Modeling(PLS-SEM)is used to analyze the collected 472 valid survey data.It is found that:green emotional interaction and green informational interaction positively promote consumers'value co-creation behavior,and the former's role is more significant,indicating that green emotional interaction has a greater positive effect on consumers'value co-creation behavior by triggering consumers'value resonance towards the concept of community support for green production in agriculture;and digital trust and green trust play parallel mediating roles,i.e.,green emotional interaction and green informational interaction indirectly affect consumers'value co-creation behavior through the two parallel psychological mechanism paths of digital trust and green trust.It is noteworthy that community atmosphere not only weakens the relationship between digital trust and consumers'value co-creation behavior,but also weakens the indirect effect of green emotional interaction and green informational interaction on consumers'value co-creation behavior through digital trust and green trust,and a stronger community atmosphere may trigger negative impacts,such as information overload and false opinions,leading to the indirect effect of green interaction on value co-creation behavior through consumers'trust is weakened.In view of this,in order to better promote consumers'value co-creation behavior,practitioners of community supported agriculture should create immersive interaction scenarios for consumers to strengthen the emotional bond of green value among members,develop a visualized traceability system to build the foundation of consumers'digital and green trust,and smooth diversified communication channels to create a rational and free community atmosphere.The findings of the study theoretically clarify how green interaction promotes consumers'value co-creation behavior,and practically provide useful reference for optimizing the management strategy of community supported agriculture and promoting the modernization of agriculture and rural areas.
green interactiontrustvalue co-creation behaviorcommunity atmospherecommunity supported agriculture
万方数据
维普
