消费者购买行为对有机农产品购买意愿的影响机理与优化路径研究

Organic agricultural products cater to the consumer\'s desire for food safety and a high-quality lifestyle. Consumer attitudes and the perception of value, among other behavioral factors, play a critical role in the intention to purchase organic products. We\'ve constructed a structural equation model reflecting the impact of consumer buying behavior on the intent to purchase organic products, based on an enhanced theory of planned behavior, and conducted an empirical analysis of the influencing mechanisms. The findings demonstrate that consumers place significant emphasis on the perceived ease of use of organic products, impacting their personal attitudes more strongly, whereas the focus on perceived usefulness is comparatively less. Despite the potential slight negative impact on subjective norms from expert advice and new media, the intention to purchase is primarily dictated by personal attitudes. Moreover, environmental awareness and personal preferences significantly influence perceived behavioral effectiveness. In light of this, we propose an optimized pathway to further bolster the development of the organic agriculture industry and foster the intention to purchase organic products. This involves strengthening policy regulation to ensure the safety and quality of organic products, providing personalized services and enhancing brand building, obtaining consumer trust through reasonable pricing and multi-channel sales, and implementing diversified promotional strategies to elevate consumer awareness and stimulate interest.