消费者感知价值对社区支持农业(CSA)参与意愿的影响OA

[Objective]This study aims to explore the effects of consumers' perceived value,green agricultural product cognition and green trust on their participation intention in CSA.[Method]Based on 820 ques-tionnaires of consumers,this study constructs a multiple hierarchical regression model.[Result]①Per-ceived value and its sub-dimensions,including functional value,service value,environmental value and emotional value,have significant positive impact on green agricultural product cognition,green trust and participate intention of CSA,while cultural value has no significant impact on any of the three.②Green agricultural product cognition and green trust play a positive mediating role in the relationships between perceived value,including functional value,service value,environmental value,emotional value,and participation intention of CSA,but do not significantly mediate the relationship between cultural value and participation intention of CSA.Furthermore,the mediating effect of green trust is stronger than that of green agricultural product cognition.[Conclusion]To enhance consumers' green agricultural product cognition,green trust,and CSA participation intention,it is necessary not only to improve the functional value and service value of CSA and strengthen its emotional value and environmental value,but also ex-plore its cultural value and economic benefit.Moreover,the supportive role of government policies and social forces should be fully levaraged to promote the sustainable development of CSA.