| 摘要: |
| 为提升消费者参与意愿，推进社区支持农业(CSA)的本土化发展，基于820份消费者调查问卷，通过构建多元回归模型对绿色认知对消费者参与CSA意愿的影响，以及感知价值在绿色认知和消费者参与CSA意愿之间的中介效应进行了研究，结果表明:1)农业污染认知、绿色农产品认知和绿色政策认知对消费者参与CSA的意愿均具有正向显著影响，其中，绿色农产品认知的影响最明显。2)功能价值、服务价值和环境价值在农业污染认知、绿色农产品认知、绿色政策认知和消费者参与CSA意愿之间均具有正向显著中介作用，其中，功能价值的中介效应值最高。因此，应促进多元主体协同发展，这不仅能够提高消费者的绿色认知水平，促使其形成绿色消费意识，增强其参与CSA的主动性，而且还能够促使生产者完善CSA农场的经营管理，并使其与消费者建立互信关系，进而提升消费者对CSA的感知价值。基于此，才能提升消费者参与CSA的意愿，并为CSA的本土化发展构建稳固的社会基础。 |
| 关键词: 社区支持农业 绿色认知 感知价值 参与意愿 |
| DOI：10.11841/j.issn.1007-4333.2023.07.25 |
| 投稿时间：2022-10-29 |
| 基金项目:国家社会科学基金项目(22FSHB024)；河南省哲学社会科学规划项目(2022BSH008)；河南省软科学研究计划项目(232400410071)；河南省高校科技创新人才支持计划(人文社科类)(2021-CX-057)；河南工业大学青年骨干教师培育计划(21420082)；河南工业大学社科创新基金(2022-SKCXTD-01) |
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| Impact of green cognition on consumers' willingness to participate in community supported agriculture(CSA): Based on the mediation of perceived value |
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XU Xiaopeng,WANG Yijie
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| (Henan University of Technology, School of Management, Zhengzhou 450001, China) |
| Abstract: |
| In order to enhance consumers' participate willingness and promote the localization development of community supported agriculture(CSA), based on the questionnaires of 820 consumers, the impact of green cognition on consumers' participate willingness in CSA, the mediation of perceived value between green cognition and consumers' participate willingness in CSA by constructing the multiple regression model were investigated. The results showed that: 1)The agricultural pollution cognition, green agricultural product cognition and green policy cognition had the significant positive impact on consumers' participate willingness in CSA, among which the green agricultural product cognition displayed the most obvious impact. 2)The functional value, service value and environmental value had the significant positive mediation between agricultural pollution cognition, green agricultural product cognition, green policy cognition and consumers' participate willingness in CSA, among which the functional value's mediation was the highest. Therefore, promotion of the coordinated development of multiple subjects would not only improve consumers' green cognition level, help them to form green consumption awareness, and then enhance their initiative to participate in CSA, but also promote the producers to improve the operation and management of CSA farm, establish mutual trust relationship with consumers, and then improve consumers' perceived value for CSA. In conclusion, green cognition could enhance consumers' willingness to participate in CSA and build the solid social foundation for the localization development of CSA. |
| Key words: community supported agriculture green cognition perceived value participate willingness |
