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      A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products

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          Abstract

          Introduction

          In 2020, the outbreak of COVID-19 has forced consumers to shift their consumption patterns online. However, the problem of online fraud in green agricultural products seriously undermines consumer trust and is detrimental to the sustainable consumption of green agricultural products. Therefore, it is particularly important to enhance consumers’ trust in online sellers. This study aims to investigate how the product environmental information transparency(soil information transparency and water information transparency) affects online consumers’ purchasing behavior of green agricultural products.

          Methods

          This study constructs a theoretical framework of “product environmental information transparency - online consumer trust - online purchase behavior”.We conducted an online randomized questionnaire to collect data from a sample of 512 consumers who had experience buying green agricultural products online fitted a structural equation model (SEM).

          Results

          The results show that (1) the two dimensions of product environmental information transparency have different effects on different dimensions of online consumer trust. Among them, soil information transparency has a significant positive effect on competence trust, while it does not have a significant positive effect on benevolence trust. Water information transparency has a significant positive effect on both dimensions of online consumer trust, (2) online consumer trust has a significant positive effect on online consumer purchase behavior, and (3) competence trust has a significant positive effect on benevolence trust.

          Discussion

          Our study shows that consumer trust in merchants is significantly enhanced by increasing the transparency of environmental information about green agricultural products. different dimensions of environmental information transparency have different effects on different dimensions of online consumer trust. Product information transparency is proposed as a tool for producers to use in the online marketing of green agricultural products. Consumers’ access to information can be improved through online public disclosure of environmental quality indicators in the production process of green agricultural products, and ultimately enhance online consumption of green agricultural products.

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          Most cited references45

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          An Integrative Model Of Organizational Trust

          Roger Mayer, James H Davis, F. Schoorman (1995)
          Article 0 comments Cited 763 times – based on 0 reviews     Review now
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            The Commitment-Trust Theory of Relationship Marketing

            Robert M. Morgan, Shelby D. Hunt (2018)
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              Food systems are responsible for a third of global anthropogenic GHG emissions

              M. Crippa, E. Solazzo, D Guizzardi … (2021)
              Article 0 comments Cited 389 times – based on 0 reviews     Review now
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                Author and article information

                Contributors
                Journal
                Journal ID (nlm-ta): Front Psychol
                Journal ID (iso-abbrev): Front Psychol
                Journal ID (publisher-id): Front. Psychol.
                Title: Frontiers in Psychology
                Publisher: Frontiers Media S.A.
                ISSN (Electronic): 1664-1078
                Publication date (Electronic): 11 April 2023
                Publication date Collection: 2023
                Volume: 14
                Electronic Location Identifier: 1168214
                Affiliations
                [1] 1College of Economics & Management, South China Agricultural University , Guangzhou, China
                [2] 2Chongqing Huadi Zihuan Technology Co. , Chongqing, China
                Author notes

                Edited by: Ahmad Zamil, Prince Sattam Bin Abdulaziz University, Saudi Arabia

                Reviewed by: Christian Bux, University of Bari Aldo Moro, Italy; Nino Adamashvili, University of Foggia, Italy

                *Correspondence: Hua Liu, liu199325@ 123456stu.scau.edu.cn

                This article was submitted to Environmental Psychology, a section of the journal Frontiers in Psychology

                Article
                DOI: 10.3389/fpsyg.2023.1168214
                PMC ID: 10126278
                PubMed ID: 37113116
                SO-VID: 455ee11d-3adf-45c2-8109-69a9e976a4c3
                Copyright © Copyright © 2023 Fu, Ma, He, Chen and Liu.
                License:

                This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

                History
                Date received : 17 February 2023
                Date accepted : 02 March 2023
                Page count
                Figures: 2, Tables: 5, Equations: 0, References: 46, Pages: 11, Words: 7711
                Funding
                Funded by: Social Science Foundation of Guangdong Province
                Award ID: (#D22CGL18
                Categories
                Subject: Psychology
                Subject: Original Research

                ScienceOpen disciplines: Clinical Psychology & Psychiatry
                Keywords: product information transparency,competence trust,benevolence trust,online purchasing behavior,green agricultural products
                Data availability:
                ScienceOpen disciplines: Clinical Psychology & Psychiatry
                Keywords: product information transparency, competence trust, benevolence trust, online purchasing behavior, green agricultural products

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