Special Agricultural Products:A Study on the Relationship between Consumer Perception,Green Brand Value,and Purchase Intention
YANG Bao-jun
HUANG Li-ming
LIANG Jin-miao
Abstract：The relationship between consumers and brands determines brand value,and the brand value of special agricultural products hinges on consumer perception and recognition.With China's"Dual Carbon"goals and the rising environmental awareness among consumers,constructing green brand value has become a critical strategy for special agricultural product enterprises to fulfill social responsibilities and achieve differentiation.Focusing on the Eastern Foot of Helan Mountain Wine,a regionally influential specialty agricultural brand in western China,this study employs the Stimulus-Organism-Response(S-O-R)model and multivariate statistical analysis to investigate the mediating role of green brand value in the relationship between consumer perception and green purchase intention.Furthermore,it examines the moderating effect of green transformation concepts on the relationship between consumer perception and green brand value.The results reveal that green brand value significantly mediates the consumer perception-purchase intention linkage,while green transformation concepts positively moderate the impact of consumer perception on green brand value.This study enriches research on green brand value in agricultural contexts and provides strategic insights for developing green brands of special agricultural products in western China.
Keywords：Consumer perceptionGreen transformation conceptGreen brand valuePurchase intention
Publication Date：2025-04-25
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：10( 13-22 )