Self-Consciousness in Online Shopping Behavior

Study on the Influencing Factors and Willingness to Pay of Consumers Purchasing Ecological Agricultural Products

With the steady rise of China's agricultural production and management level, the market of ecological agricultural products has developed rapidly, and consumers are increasingly concerned about ecological agricultural products. Consumers' cognition and purchase intention are the keys to determine their future development. This research is aimed at ensuring that consumers have access to high-quality ecological agricultural products, thereby promoting the supply and production of ecological agricultural products, minimizing agricultural carbon emissions, and providing information on sustainable food pricing. Based on the research status at home and abroad, this study combines the questionnaire survey method to study the influencing factors and willingness to pay of consumers purchasing ecological agricultural products. A total of 601 online questionnaires from consumers in Harbin, a city in northeastern China, were collected, and statistical factor analysis, principal component analysis, and regression analysis were used to study the influencing factors of consumers' purchase of ecological agricultural products from both positive and negative aspects, and in-depth analysis of the reasons why consumers refuse to pay, get the most real willingness to pay and related influencing factors, and quantify the influence of various variables on consumers' purchasing behavior was done. On this basis, a logit model of survival analysis is constructed to study the premium payment level of consumers for ecological agricultural products, and the payment premium is 24.95%. The research results show that married, who have purchased ecological agricultural products, the higher the understanding of ecological agricultural products, the consumers who buy ecological agricultural products in farmers' markets, Meituan and community group purchases, and the households with higher monthly consumption of agricultural products have a significant positive correlation with consumers' purchase of ecological agricultural products. The higher the education level, the older the age, and the larger the family size were significantly negatively correlated with consumers' purchase of ecological agricultural products.

Constructing an Adoption Model of Proactive Environmental Strategy: A Novel Quantitative Method of the Multi-Level Growth Curve Model

To fill in the literature flaws that have not been detected in previous studies, this research, therefore, examines the driving factors of proactive environmental strategy (PES). First, this research proposes how corporate social responsibility (CSR) predicts the agricultural company’s PES through the intermediary mechanism of green organization identification (GOI) of the top management team (TMT) according to symbolic context and theory of high-level echelon, to solve the first gap in exploring what factors can drive the PES. Second, this research proposes a multi-level growth curve model (MGCM) to solve how individuals adjust their behavioral intentions over time according to their translation and understanding of their use environment, because past studies consist of almost cross-sectional properties. Third, past research has also neglected the multi-level framework, leading to hierarchical reasoning bias. Therefore, this research believes that the MGCM can fill in the multi-level gap. Finally, this research collected 400 TMT employees from 100 different agricultural companies in Taiwan in three-stage time for six months. The results show that CSR will significantly lead to more growth in GOI, and more growth in GOI will lead to more growth in PES adoption. The research results can not only advance the agricultural sustainability literature but also serve as a guide for agricultural companies to implement PES.