Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis

Consumers, in their daily lives, tend to select and repurchase agricultural products through experience or trust. With the improvement of consumers’ quality of life, green agricultural products are now favored, and consumers have begun to pay more attention to the perceived value of green agricultural products. Based on the ABC model of attitude, this study analyzed the mechanism of consumer perceptions (safety value, functional value, and green value) of green food rice and green food apple on their behavioral intentions (repurchase intention of green agricultural products) through structural equation modeling. Based on signaling theory and cue utilization theory, the mechanism of the role of green trust in mitigating information asymmetry in the green agricultural products market was analyzed through mediating effects. To verify the applicability of the findings to specific sample groups and the impact of different sample differences on the findings, multiple-group analyses were conducted for apples and rice and high and low education. Data were collected using a questionnaire method through a cell phone random push questionnaire service on the Credamo platform, and the respondents were consumers of green food rice and green food apples distributed in all provinces of the country. The results showed that the perceived value significantly and positively influences the repurchase intention of green agricultural products. In terms of the degree of influence, the functional value is greater than the safety value, while the green value has no influence. Green trust mediates the relationship between perceived value and repurchase intention of green agricultural products, with a fully mediating role in the path from green value to repurchase intention. There is a significant difference between green value and repetitive purchase intention by the type of green products (necessities and non-essentials). In addition, education levels (low and high education) also show differences in the effects of green value on repurchase intention, the functional value on green trust, and green value on green trust. This study not only enriches the research related to perceived value theory and repurchase intention but also enriches the research related to green trust to provide some references for enhancing the external effects of trust theory