Research On The Impact Of Consumer Perceived Risk Of Green Agricultural Products On Brand Trust

At present,the deterioration of the agricultural natural environment and frequent food safety incidents strongly impact consumers' confidence in food safety,thus stimulating consumers to seek quality,healthy and ecological agricultural products.Although green agricultural products are popular with the market and policies,they have encountered multiple difficulties in the development process: on the one hand,green agricultural products have encountered the current situation that products are difficult to be recognized,and high quality is not good;On the other hand,some consumers are willing to pay a higher price,but they are not assured of the products they buy,and do not know how to distinguish true green products.Therefore,consumers have certain perceived risks in purchasing green agricultural products.Existing research has shown that reducing the risk of perception can increase consumers' willingness to buy.This article will focus on exploring the theme of consumers' willingness to pay for green agricultural products,and add brand trust variables to deeply study the role of brand trust in perceived risk and willingness to pay.Through the mature research results and literature review,this paper divides perceived risk into six dimensions,namely,perceived functional risk,perceived physical risk,perceived time risk,perceived channel risk,perceived financial risk,perceived emotional risk,Brand trust is divided into two dimensions,namely brand reliability and brand intent.Then collect the questionnaire and use SPSS22.0 and AMOS23.0 for reliability and validity analysis as well as structural equation modeling and test intermediary utility.According to the research results,the five dimensions of perceived risk,body,time,channel,finance and emotional risk have a significant negative impact on the trust and willingness of green agricultural product brands.However,perceived functional risk has no effect on green agricultural product brand trust and willingness to pay;Brand reliability and brand intent significantly positively affect the willingness to pay for green agricultural products;brand reliability and brand intent play a mediating role in perceived risk dimensions and willingness to pay,in addition to perceived functional risk.Finally,based on the research results of this paper,management inspiration and suggestions,as well as the shortcomings of this paper.