消费者价值观驱动下有机农产品购买意愿的形成机理

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关键词：有机农产品；消费者价值观；健康关注；环境关注；购买意愿

中图分类号：F323.7；F713.55 文献标识码：A

文章编号：0439-8114（2025）05-0190-10

DOI：10.14088/j.cnki.issn0439-8114.2025.05.030

The formation mechanism of purchasing intention of organic agricultural products driven by consumer values

YOU Yun-mei1，WEI Sheng1，SANG Yu-wei1，2（1.SchlfatrbinUstfcabona；artooflogrcalCommunist Party of China（Heilongjiang Academy of Governance），Harbin 15Oooo，China）

Abstract：Fromtheperspectiveofconsumervalues，healthconcernandenvironmentalconcernwere introducedasmediatingvariables，anduncertaintywasintroducedasamoderatingvariabletoconstructamechanismmodelof theimpactofconsumervalueson thewillngnesstobuyorganicagriculturalproducts.Theanalysisresultsof863validquestionnairesshowedthatconsumers’selfish valuesfectedteilingnsstouorgancagculuralproductstoughalthones，hilealrusicalutedewillig nesstobuyorganicagriculturalproducts throughenvironmentalconcerns，andthemediatingfectofenvironmentalconernwassignificantlytrongertanthatofhalthconces.Themoderatingefectofunceraintyasdiferentindiferentpaths，uncertaintyplayed apositivemoderatingroleintherelationshipbetweenselfishvaluesandconsumers’wilingnesstobuyorganicagiculturalroducts， andanegativemoderatingoleintherelationshipbetweenaltruisticvaluesandconsumers’willngness tobuyorganicagricultural products，which further clarified boundary conditions of the path that values affcted purchase intention.

Key words：organic agricultural products；consumer values；healthconcern；environmentalconcern；purchase ntentions

随着生活水平的不断提高，人们对待食品的消费观念悄然发生变化，消费者的需求由传统食品向有机农产品转移，这使得有机农产品的销量一直保持涨势。（剩余16871字）