Research on the Influence of Regional Culture of Agricultural Products on Customers’ Purchase Behavior

Chen, Mo; Chen, Jingdong; Wan, Yuezhen

doi:10.1007/978-3-030-49889-4_22

Cited by 1 publication

(1 citation statement)

References 5 publications

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“…For example, Wang [10] argued that consumers could identify the RBs of agricultural products by discerning the different geographic positions of agricultural products with regional elements. Chen et al [32] found that the effect of the regional culture is increasingly prominent and that it can boost the development of unique industries of agricultural products. Further, based on the theory of social exchange, when firms perceive a premium associated with RA, they actively participate in optimizing the allocation of regional resources to the process of building RBs (Klijn et al [33]) and display a positive attitude (Sirgy and Su [34]).…”

Section: Research Hypotheses 221 Aprb and Its Antecedents/consequencesmentioning

confidence: 99%

Exploring Business Owners’ Engagement Behavior for Promoting Regional Brands in China: An Empirical Analysis Based on the TPB and ABC Theory

Zhao

Qin

2023

Sustainability

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To help promote existing regional brands and to gain more competitive advantages by encouraging behavior towards promoting regional brands (BPRB) from business owners, this article aims to examine the roles of resource advantage (RA), government policy (GP), consumer pressure (CP), and attitudes toward promoting regional brands (APRB) based on the theory of planned behavior (TPB) and the attitude–behavior–context (ABC) theory. Both the direct and indirect effects of RA, GP, CP, and APRB on BPRB are explored in the proposed conceptual model, where the field survey data are from business owners who participated in a regional branding process. A sample of 237 valid responses was used to perform partial least squares (PLS) regression. The results show that RA, CP, and GP significantly and positively impacted BPRB, where GP was the strongest influencing factor, followed by RA and CP. APRB was found to significantly and positively mediate the relationship between RA and BPRB, as well as between GP and BPRB. The findings of all the influencing factors and their rankings in motivating business owners’ behavior, as well as their revealed underlying mechanism, provide a useful theoretical and practical reference for promoting and advancing regional brands’ sustainability.

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Section: Research Hypotheses 221 Aprb and Its Antecedents/consequencesmentioning

confidence: 99%

Exploring Business Owners’ Engagement Behavior for Promoting Regional Brands in China: An Empirical Analysis Based on the TPB and ABC Theory

Zhao

Qin

2023

Sustainability

View full text Add to dashboard Cite

show abstract

Research on the Influence of Regional Culture of Agricultural Products on Customers’ Purchase Behavior

Cited by 1 publication

References 5 publications

Exploring Business Owners’ Engagement Behavior for Promoting Regional Brands in China: An Empirical Analysis Based on the TPB and ABC Theory

Exploring Business Owners’ Engagement Behavior for Promoting Regional Brands in China: An Empirical Analysis Based on the TPB and ABC Theory

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