Exploring the Influencing Factors of Consumers’ Willingness to Buy Agricultural Products Based on Social Influence Theory

Abstract

The agricultural economy plays a key role in developing and constructing the world economy. Countries accelerate the agricultural layout, optimize the trade of agricultural products, positively face the globalization economic transformation, and upgrade the consumer market of agricultural products. However, the number of studies exploring the influence of consumers’ willingness to buy from an external social perspective is small. This study starts from the micro perspective of spontaneous social influence, invokes the social influence model, and combines the trust process mechanisms to study the level of consumer willingness to buy agricultural products. The findings demonstrate that spontaneous social impact favorably encourages the development of consumer trust and purchase intention; among these, consumer trust mediates the relationship between spontaneous social influence and purchase intention to some extent. Therefore, the government needs to accelerate the policy sinking strength and improve the policy credibility, enterprises need to pay attention to the influence of good product evaluation, and the consumer market needs to create a good marketing atmosphere. For agricultural trade, agricultural economic development to enrich the relevant theoretical research. Further, clarify the status of agricultural trade, accelerate the transformation and upgrading of agricultural trade and economy, and provide help for the reality of the contradiction between consumers and the market.