Consumers, in their daily lives, tend to select and repurchase agricultural products through experience or trust. With the improvement of consumers’ quality of life, green agricultural products are now favored, and consumers have begun to pay more attention to the perceived value of green agricultural products. Based on the ABC model of attitude, this study analyzed the mechanism of consumer perceptions (safety value, functional value, and green value) of green food rice and green food apple on their behavioral intentions (repurchase intention of green agricultural products) through structural equation modeling. Based on signaling theory and cue utilization theory, the mechanism of the role of green trust in mitigating information asymmetry in the green agricultural products market was analyzed through mediating effects. To verify the applicability of the findings to specific sample groups and the impact of different sample differences on the findings, multiple-group analyses were conducted for apples and rice and high and low education. Data were collected using a questionnaire method through a cell phone random push questionnaire service on the Credamo platform, and the respondents were consumers of green food rice and green food apples distributed in all provinces of the country. The results showed that the perceived value significantly and positively influences the repurchase intention of green agricultural products. In terms of the degree of influence, the functional value is greater than the safety value, while the green value has no influence. Green trust mediates the relationship between perceived value and repurchase intention of green agricultural products, with a fully mediating role in the path from green value to repurchase intention. There is a significant difference between green value and repetitive purchase intention by the type of green products (necessities and non-essentials). In addition, education levels (low and high education) also show differences in the effects of green value on repurchase intention, the functional value on green trust, and green value on green trust. This study not only enriches the research related to perceived value theory and repurchase intention but also enriches the research related to green trust to provide some references for enhancing the external effects of trust theory.

The market for green agricultural products has tremendous growth potential as the pressure on resources and the environment increases and the safety of agricultural products is garnering attention. The demand for green food (tea) is also rising as tea is among the top three beverages consumed worldwide. The study attempts to propose a model of the relationship between green food (tea) customers’ product knowledge, perceived product quality, trust, purchase intention, and purchase behaviour. In addition, we will provide an analysis of the role played by age, education, income, gender, etc. The study included 700 questionnaires on green food (tea) consumers that were collected through the Credemo questionnaire platform, and data analysis was carried out using the SmartPLS software to assess the model of product knowledge on green food (tea) consumption behaviour. The findings demonstrate that, concerning differences in age, education, income, and gender; product knowledge—including attribute knowledge and green knowledge—has a positive impact on perceived product quality and trust; perceived product quality has a positive impact on trust; perceived product quality and trust have a positive impact on purchase intention; and purchase intention has a positive impact on purchase behavior.

Purpose: This study aims to address the challenge of low consumer motivation to purchase green agricultural products, which arises from a lack of awareness and distrust of corporate advertising. It explores how green vs non-green advertising appeals influence consumers’ advertising attitude, focusing on the mediating role of perceived usefulness and the moderating role of regulatory focus. The research is grounded in the technology acceptance model to uncover the mechanisms driving consumers’ responses to advertising appeals. Design/methodology/approach: Through three experiments, this research examines the effects of different advertising appeals (green vs non-green) on advertising attitude toward green agricultural products. The study investigates the mediating effect of perceived usefulness and the moderating effect of regulatory focus, providing insights into the psychological mechanisms underlying consumer responses to green advertising. Findings: The results indicate that green advertising appeals lead to higher advertising attitude toward green agricultural products compared to non-green appeals. Perceived usefulness mediates the relationship between advertising appeals and advertising attitude, while regulatory focus moderates the influence of advertising appeals on perceived usefulness. These findings highlight the importance of tailoring advertising strategies to consumer characteristics and enhancing transparency in green product marketing. Originality/value: This study contributes to the literature by integrating the technology acceptance model with advertising appeal research, offering a novel perspective on how green advertising influences consumer attitudes. It underscores the importance of perceived usefulness and regulatory focus in shaping consumer responses, providing actionable insights for marketers to improve green product advertising and address consumer concerns about food safety and environmental issues.