消費者價值觀驅動下有機農產品購買意愿的形成機理

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關鍵詞：有機農產品；消費者價值觀；健康關注；環(huán)境關注；購買意愿

中圖分類號：F323.7；F713.55 文獻標識碼：A

文章編號：0439-8114（2025）05-0190-10

DOI：10.14088/j.cnki.issn0439-8114.2025.05.030

The formation mechanism of purchasing intention of organic agricultural products driven by consumer values

YOU Yun-mei1，WEI Sheng1，SANG Yu-wei1，2（1.SchlfatrbinUstfcabona；artooflogrcalCommunist Party of China（Heilongjiang Academy of Governance），Harbin 15Oooo，China）

Abstract：Fromtheperspectiveofconsumervalues，healthconcernandenvironmentalconcernwere introducedasmediatingvariables，anduncertaintywasintroducedasamoderatingvariabletoconstructamechanismmodelof theimpactofconsumervalueson thewillngnesstobuyorganicagriculturalproducts.Theanalysisresultsof863validquestionnairesshowedthatconsumers’selfish valuesfectedteilingnsstouorgancagculuralproductstoughalthones，hilealrusicalutedewillig nesstobuyorganicagriculturalproducts throughenvironmentalconcerns，andthemediatingfectofenvironmentalconernwassignificantlytrongertanthatofhalthconces.Themoderatingefectofunceraintyasdiferentindiferentpaths，uncertaintyplayed apositivemoderatingroleintherelationshipbetweenselfishvaluesandconsumers’wilingnesstobuyorganicagiculturalroducts， andanegativemoderatingoleintherelationshipbetweenaltruisticvaluesandconsumers’willngness tobuyorganicagricultural products，which further clarified boundary conditions of the path that values affcted purchase intention.

Key words：organic agricultural products；consumer values；healthconcern；environmentalconcern；purchase ntentions

隨著生活水平的不斷提高，人們對待食品的消費觀念悄然發(fā)生變化，消費者的需求由傳統(tǒng)食品向有機農產品轉移，這使得有機農產品的銷量一直保持漲勢。（剩余16871字）