Exploring consumer attitudes and purchase intentions: Unraveling key influencers in China’s green agricultural products market

This study explores the factors influencing consumer attitudes and purchasing intentions towards green agricultural products in China, as consumers have shown increased awareness due to heightened health and wellness consciousness. A random sampling method generated a sample for a questionnaire survey, yielding a response rate of 88.7 percent. Both descriptive and inferential statistics were used to analyze the data, including Pearson Correlation and regression analysis. The research found that Chinese consumers exhibit a weakly positive attitude and neutral purchasing intention for green agricultural products. Furthermore, it identified a strong correlation and significant relationships between factors such as awareness, consumption values, social influence, and health consciousness and both attitude and purchase intention. The study also confirmed that attitude positively and significantly impacts purchase intention. This research enriches the understanding of consumer behavior in the green agricultural product market and aids marketers in making informed decisions.