农业展望2025，Vol.21Issue(7)：11-18,8.
健康意识和感知价值对营养强化型农产品购买意愿的影响
Effects of Health Awareness and Perceived Value on the Purchase Intention of Nutrient Fortified Agricultural Products
摘要
Abstract
Nutrient-fortified agricultural products are rich in micronutrients,which can effectively solve the problem of"hidden hunger".This study explored the influence path of health awareness and perceived value on the purchase intention of nutrient-fortified agricultural products,and introduced customer professionalism as a moderating variable,made the following conclusions:health awareness and perceived value have a significant positive impact on the purchase intention of nutrient-fortified agricultural products,the health consciousness significantly positively influences perceived value,and the perceived value plays a significant mediating role between health consciousness and purchase intention of nutrient-fortified agricultural products;customer professionalism plays a positive moderating role in the influence of health consciousness on the purchase intention of nutrient-fortified agricultural products.According to the research results,the recommendations are as follows:accurate publicity,emphasizing the health characteristics of nutrient-fortified agricultural products;ensure the quality and increase the nutritional value of agricultural products to meet the health needs of consumers;pay attention to popularization of science and improve consumers'knowledge of nutrient-fortified agricultural products.关键词
健康意识/感知价值/顾客专业度/营养强化型农产品/购买意愿Key words
health consciousness/perceived value/customer professionalism/nutrient-fortified agricultural products/purchase intention引用本文复制引用
Sun Yixuan,Li Tingting..健康意识和感知价值对营养强化型农产品购买意愿的影响[J].农业展望,2025,21(7):11-18,8.基金项目
北京市属高校教师队伍优秀青年人才培育计划(BPHR202203102) （BPHR202203102）
北京农学院繁荣社科行动计划人文社科专项(FRSK-2024-001) （FRSK-2024-001）
