Sustainable Choices, Consumer Voices: A deep dive into Green Agricultural Products Purchase Intentions
This study explores the relationships among environmental concern (ENVCO), perceived product quality (PPQU), price sensitivity (PRSEN), and consumer green agricultural products purchase intentions (GAPPI). A total of 350 valid responses were collected and analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach. The empirical results reveal that ENVCO, PPQU, and PRSEN each have a significant positive impact on GAPPI.