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.

Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium.

In the context of the expanding local food market, grasping the evolutionary trajectory of consumer purchasing behavior is crucial for understanding market dynamics. This study adopts a cross-generational perspective to delve into and elucidate the similarities and differences in local food consumption behaviors between Gen Z and Gen Y. Through the analysis of online survey data from 251 individuals of Gen Z and 319 of Gen Y and utilizing the Theory of Planned Behavior as a theoretical framework, and the study identifies eight key variables. The findings reveal that while Gen Z and Gen Y exhibit a range of common characteristics in their choice of local food,including attention to word of mouth, health consciousness, subjective norms, perceived behavioral control, and attitude.there is a significant divergence in their motivating factors for purchasing. Specifically, convenience is the primary driver for Gen Z when selecting local food; conversely, price is the decisive factor in the decision-making process of Gen Y. By unveiling these significant differences and similarities, the research offers significant understanding beneficial to the food sector, particularly in formulating market strategies targeted at different generations.

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.

The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn generating a series of brand behaviors and promoting sustainable brand development. In this study, we adopt a situational experimental research method from the perspective of sense of place theory and social exchange theory in order to assess the regulatory mechanism of place attachment through the mediating mechanism of psychological ownership. In this way, we explore the mechanism underlying the relationship between homesickness advertising (vs. non-homesickness advertising) on the hometown brand citizenship behavior of consumers. Our findings suggest that (1) homesickness advertising has a more positive effect on consumer hometown brand citizenship behavior than non-homesickness advertising; (2) psychological ownership plays a fully mediating role in the relationship between homesickness advertising (vs. non-homesickness advertising) and consumer hometown brand citizenship behavior; and (3) place attachment plays a moderating role in the influence of homesickness advertising (vs. non-homesickness advertising) on the hometown brand citizenship behavior of consumers through psychological ownership.