ORIGINAL RESEARCH article
Front. Sustain. Food Syst.
Sec. Agricultural and Food Economics
Volume 9 - 2025 | doi: 10.3389/fsufs.2025.1573456
This article is part of the Research TopicThe Role of Local and Environmental Attributes on Food ConsumptionView all articles
Effect of Perceived Government Regulation on Purchase Intention for Regional Brand Agricultural Products: An Empirical Investigation from Qianjiang Crayfish
Provisionally accepted
- 1School of Tourism and Culture Industry, Sichuan Tourism University, Chengdu, China
- 2Wuhan University, Wuhan, China
- 3China University of Geosciences Wuhan, Wuhan, Hubei Province, China
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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 their 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 consumers' 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 consumer purchase intention and facilitating the long-term sustainable development of public regional brands.
Keywords: perceived government regulation, Regional brand agricultural products, SOR, purchase intention, perceived quality, Consumers' trust, Health consciousness
Received: 15 Feb 2025; Accepted: 23 May 2025.
Copyright: © 2025 Xu, Zhao and Chen. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Na Xu, School of Tourism and Culture Industry, Sichuan Tourism University, Chengdu, China
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