Significance test results of path coefficients.

Green agriculture can minimize the negative impact of agriculture on the environment. As countries around the world strongly advocate green production and green life style, not only is consumers’ awareness about green consumption rising, but the demand for green agricultural products at home and abroad is gradually increasing as well. Brand image has been a crucial factor for consumers to make their final purchasing decisions, thus playing a critical role in influencing the purchasing decisions of consumers. Based on the theory of the brand image, this paper undergoes a comprehensive theoretical and positive analysis and explores the influence mechanism of brand image of green agricultural products on consumers’ purchasing intention. A hypothetical model with perceived value as mediators is constructed by us to examine the influence of brand image of green agricultural products on consumers’ purchasing intention. A quantitative study was conducted for a random sample of 341 consumers who purchased green agricultural products in China according to a questionnaire-based survey using a cluster random sampling technique. The study showed that the overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers are all positively related to consumption intention. The overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers have a positive influence on perceived value. Moreover, perceived value plays a part in the mediating role in the influence of the overall image of agribusiness, the image of agricultural products, the social image of agribusiness, and the image of consumers on consumption intention. These findings shed lights on enterprises in establishing a scientific and effective brand strategy and building an excellent brand image. The research conclusion can provide new insight into how to enhance the consumption willingness for green agricultural products and promote sustainable development.