The Path to Building Trust in Green Agricultural Products in the Context of Experience Economy:A Typical Case Study of the Ecological Agriculture Base in Guizhou Province
Green agricultural development in China is thriving and has become a key factor in sustainable agricultural development and rural revitalization.This paper,based on the theory of experience economy,analyzes the ways,contents,and relationships of the interaction between producers and consumers of green agricultural products in the context of experience economy.It constructs an analytical framework of"Experience economy-Information-Trust",dissects the characteristics and types of information in the experience economy,and takes the ecological agriculture base"Rice Flower Village"in Guizhou Province as a case to explore the trust building path of green agricultural products.The study reveals that trust building is a process of acquiring information to reduce risks to an acceptable level.In the experience economy,there are two effective paths for trust building,including the gradual information path and leap-forward information path.Producers and consumers undergo four stages of perceived trust,cognitive trust,relational trust,and emotional trust from low-level to high-level based on different interactive relationships.Trust between producers and consumers of green agricultural products is not unidirectional but mutual,and it is not fragmented but holistic.In the process of trust building in green agricultural products,it is important to fully stimulate consumers'self-awareness and their senses of autonomous participation,to promote the transformation from low-level perceived trust to high-level emotional trust,and to establish a community of production and consumption that integrates information,trust,and interests.
InformationRisksReliabilityExperience EconomyGreen Agricultural Production
万方数据
