The Influence Of Brand Cognition Of Black Rice On Consumer’ Purchase Intention

In the context of rapid social and economic development and continuous improvement of people’s living standards,health has become an increasingly important issue of concern for the entire Communist Party and all ethnic groups in China.The "Healthy China 2030" plan explicitly put forward by the Central Committee of the Communist Party of China proposes to advance the development of a healthy dietary culture,popularize nutrition knowledge,and guide people to develop scientific dietary habits.Black rice,as a nutritious coarse grain,has significant preventive effects on various diseases.Advocating the "mainstreaming of black rice" can reduce the intake of refined staple foods and promote the improvement of people’s health.However,the development of black rice brand construction in China is relatively slow,and consumers have incomplete knowledge,insufficient trust,and inadequate attention to black rice brands and products,which leads to low purchasing willingness and seriously restricts the development of the black rice industry,brand construction,and competitiveness.Therefore,this paper explores the impact mechanism of consumer black rice brand awareness on their purchasing willingness from the perspective of enhancing black rice brand awareness and promoting the development of the black rice industry.By reviewing relevant literature and combining the ABC attitude model,theory of consumption values,and theory of reasoned action,this paper constructs a model of the impact of black rice brand awareness on consumer purchasing willingness and uses structural equation modeling to test hypotheses.Through survey analysis and empirical research on 415 domestic black rice consumers,three conclusions are reached:(1)The four dimensions of black rice brand awareness have a positive impact on purchasing willingness,but the degree of influence is slightly different.Among them,perceived value has the greatest impact on purchasing willingness,followed by brand association,brand awareness,and perceived quality.(2)Brand trust plays a partial mediating role between black rice brand awareness and consumer purchasing willingness.(3)Different individual characteristics have differences in the partial path of consumer black rice brand purchasing willingness.The possible innovations of this paper are: first,in terms of research topics,different from existing research on common grain and oil products such as rice,flour,and oil brands,this paper focuses on black rice brands,and through theoretical and empirical analysis,it explores the impact of black rice brand awareness on consumer purchasing willingness,enriching and supplementing relevant research on black rice brands.Second,in terms of research perspectives and application value,based on the refinement of brand awareness,this paper constructs a theoretical framework for the impact of black rice brand awareness on consumer purchasing willingness,and regards brand trust as an intermediate variable that expresses consumers’ inner emotions and incorporates it into the model for discussion,helping black rice enterprises understand and tap into customer needs,gain customer trust,and provide experience-based evidence for building high-quality black rice brands and formulating differentiated and personalized business strategies.