The Influence Of Information Asymmetry On Green Food Purchase Behavior

The issue of information asymmetry is considered to be one of the important factors affecting consumption and market,and has received widespread attention.The issue of food has always been a focus of attention for the Chinese people.Ensuring food security is a top priority for agriculture,rural areas,and farmers,which is also the bottom line for the health of millions of families.And,"green" is the background and direction of the development of agricultural products,that is also an important content of the 14 th Five-Year Plan.Assuring the reasonable development of green food is bound to actively promote the rapid development of green consumption.But,in the green market,the problem of information asymmetry is particularly prominent.Information asymmetry as an objective phenomenon that may exist for a long time,more and more scholars are beginning to pay attention to its impact on consumer decision-making.However,there is relatively little research from a psychological perspective and research on green food.Therefore,this article focuses on how information asymmetry affects green food purchase behavior and explores the psychological impact mechanisms of various aspects of information asymmetry on green food purchase behavior.This paper takes the psychological phenomena when purchasing green food as the research object as the research object and college students as the research subjects.Based on the mature scales at home and abroad,combined with the research purpose of this study,this paper adjusts and revise the questionnaire items to form the formal scale,and use questionnaire and experimental methods to deeply explore the impact of information asymmetry on green food purchase intention and green food purchase behavior.Firstly,based on literature review,this paper construct a preliminary model of the impact of information asymmetry on green food purchase intention and propose corresponding assumptions.At the same time,the green food image materials used in the study were evaluated;Secondly,after the completion of the purchase intention study,this study propose a theoretical model of the impact of information asymmetry on green food purchase behavior,and Research 2 adds the variable of green trust based on the model of Research 1 to explore the true relationship between green trust and perceived value,meanwhile,analyzing the relationship between purchase intention and purchase behavior;Finally,Based on previous research,this paper designs several information asymmetry exposure scenarios and explored the impact of scenarios,the degree of trust in the seller and logistics,and repurchase types on green food repurchase intentions.This study conducted statistical analysis and hypothesis testing on the obtained valid sample data,and reached research conclusions:(1)Perceived seller disclosure degree about information,objective the seller disclosure degree about information and the buyer evaluation ability about information can predict green food purchase intention,and perceived value plays a stable mediating role between the impact of perceived seller disclosure degree about information and the buyer evaluation ability about information on green food purchase intention;(2)Green trust mediates the impact of perceived seller disclosure degree about information and the buyer evaluation ability about information on perceived value,and together with perceived value,they mediates the impact of perceived seller disclosure degree about information and the buyer evaluation ability on purchase intention and behavior;(3)There is an attitude-behavior gap in green food purchasing;(4)Information asymmetry exposure situations and repurchase types are important factors that affect repurchase intention,and the interaction between the two is significant;(5)The quality of green food is the factor that consumers are most concerned about,and also the factor that most affects their willingness to repurchase,followed by the packaging quantity factor of green food,and finally the distribution time factor;(6)When faced with overtime delivery of green food,quality issues,or quantity and packaging issues,consumers will generalize their repurchase intention to other similar products,but the generalization of repurchase intention affected by quantity and packaging issues is not significant;(7)Consumers with lower trust in sellers and logistics,compared to high trust consumers,gradually increase the weight of negative information on their repurchase intention when facing negative information,and in extremely negative situations,exceed the weight of negative information on high trust consumers.