Effect of perceived government regulation on purchase intention for regional brand agricultural products: an empirical investigation of Qianjiang crayfish
The consumption of regional brand agricultural products (RBAPs) has increased dramatically in China in recent years. However, due to insufficient government regulation and consumer perceptions, many unsuccessful RBAPs still face unfavorable attitudes toward purchase. Based on the stimulus–organism–r...
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Frontiers Media S.A.
2025-06-01
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| Series: | Frontiers in Sustainable Food Systems |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2025.1573456/full |
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| author | Na Xu Yanpu Zhao Man Chen |
| author_facet | Na Xu Yanpu Zhao Man Chen |
| author_sort | Na Xu |
| collection | DOAJ |
| description | The consumption of regional brand agricultural products (RBAPs) has increased dramatically in China in recent years. However, due to insufficient government regulation and consumer perceptions, many unsuccessful RBAPs still face unfavorable attitudes toward purchase. Based on the stimulus–organism–response (SOR) theory, this study examined the effect of perceived government regulation—comprising perceived government regulation of production support (GP) and perceived government regulation of consumer protection (GC)—on the intention to purchase RBAPs. This study employed a partial least squares-structural equation model to quantitatively analyze a sample of 289 consumers of a typical regional brand of Qianjiang crayfish. Findings revealed that GP and GC had direct effects on perceived quality. GP, but not GC, had a direct effect on purchase intention. Furthermore, perceived quality and consumer trust both played partial mediating roles in the association between GP and purchase intention, and both fully mediated the relationship between GC and purchase intention. These findings are important for identifying and clarifying the effects of existing regulations to aid in promoting consumers’ purchase intention and facilitating the long-term sustainable development of public regional brands. |
| format | Article |
| id | doaj-art-e00423ae4d5a44618c4d9cbffe0793b2 |
| institution | OA Journals |
| issn | 2571-581X |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sustainable Food Systems |
| spelling | doaj-art-e00423ae4d5a44618c4d9cbffe0793b22025-08-20T02:32:33ZengFrontiers Media S.A.Frontiers in Sustainable Food Systems2571-581X2025-06-01910.3389/fsufs.2025.15734561573456Effect of perceived government regulation on purchase intention for regional brand agricultural products: an empirical investigation of Qianjiang crayfishNa Xu0Yanpu Zhao1Man Chen2School of Tourism and Culture Industry, Sichuan Tourism University, Chengdu, ChinaSchool of Electrical Engineering and Automation, Wuhan University, Wuhan, ChinaSchool of Economics and Management, China University of Geosciences, Wuhan, ChinaThe consumption of regional brand agricultural products (RBAPs) has increased dramatically in China in recent years. However, due to insufficient government regulation and consumer perceptions, many unsuccessful RBAPs still face unfavorable attitudes toward purchase. Based on the stimulus–organism–response (SOR) theory, this study examined the effect of perceived government regulation—comprising perceived government regulation of production support (GP) and perceived government regulation of consumer protection (GC)—on the intention to purchase RBAPs. This study employed a partial least squares-structural equation model to quantitatively analyze a sample of 289 consumers of a typical regional brand of Qianjiang crayfish. Findings revealed that GP and GC had direct effects on perceived quality. GP, but not GC, had a direct effect on purchase intention. Furthermore, perceived quality and consumer trust both played partial mediating roles in the association between GP and purchase intention, and both fully mediated the relationship between GC and purchase intention. These findings are important for identifying and clarifying the effects of existing regulations to aid in promoting consumers’ purchase intention and facilitating the long-term sustainable development of public regional brands.https://www.frontiersin.org/articles/10.3389/fsufs.2025.1573456/fullperceived government regulationregional brand agricultural productsSORpurchase intentionperceived qualityconsumers’ trust |
| spellingShingle | Na Xu Yanpu Zhao Man Chen Effect of perceived government regulation on purchase intention for regional brand agricultural products: an empirical investigation of Qianjiang crayfish Frontiers in Sustainable Food Systems perceived government regulation regional brand agricultural products SOR purchase intention perceived quality consumers’ trust |
| title | Effect of perceived government regulation on purchase intention for regional brand agricultural products: an empirical investigation of Qianjiang crayfish |
| title_full | Effect of perceived government regulation on purchase intention for regional brand agricultural products: an empirical investigation of Qianjiang crayfish |
| title_fullStr | Effect of perceived government regulation on purchase intention for regional brand agricultural products: an empirical investigation of Qianjiang crayfish |
| title_full_unstemmed | Effect of perceived government regulation on purchase intention for regional brand agricultural products: an empirical investigation of Qianjiang crayfish |
| title_short | Effect of perceived government regulation on purchase intention for regional brand agricultural products: an empirical investigation of Qianjiang crayfish |
| title_sort | effect of perceived government regulation on purchase intention for regional brand agricultural products an empirical investigation of qianjiang crayfish |
| topic | perceived government regulation regional brand agricultural products SOR purchase intention perceived quality consumers’ trust |
| url | https://www.frontiersin.org/articles/10.3389/fsufs.2025.1573456/full |
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