A Study of Regional Image of Agricultural Product Impact on Purchase Intention

Abstract

This paper presents a theoretical model that focuses on enhancing consumers' purchase intention towards agricultural products by leveraging regional branding theory and customer perceived value. The aim is to boost the development of the agricultural industry, increase the added value and market competitiveness of agricultural products, and improve the efficiency and sustainability of agricultural production. To validate the relationship between regional image, perceived quality, and purchase intention, an online questionnaire survey was conducted involving 612 participants. The results indicate that the regional image of agricultural products significantly and positively influences both purchase intention and consumer perceived quality value. Moreover, perceived quality acts as a mediator between regional image and purchase intention. It is recommended that agricultural product enterprises maintain their regional image, enhance consumer perception, and stimulate purchase intention. Collaboration between enterprises and local governments can effectively promote the regional image of agricultural products. Furthermore, it is important to consider the country-of-origin effect within the same country and incorporate its impact on consumers into the customer perceived value variable. The study integrates consumers' perceived quality value and investigates the influence of regional image on purchase intentions, providing agricultural companies with more objective and scientific guidance for their marketing activities.