UNLOCKING ORGANIC GREEN CONSUMPTION: A HYBRID SEM-ANN ANALYSIS OF PERCEIVED VALUE AND TRUST MECHANISMS
DOI:
https://doi.org/10.14456/aisr.2025.39Keywords:
Organic Green Consumption, Hybrid SEM-ANN Approach, Appraisal-Emotional Response-Coping Theory, Perceived Value, Consumer TrustAbstract
Organic food consumption represents a vital component of sustainable development, yet the complex cognitive mechanisms driving consumer choices remain partially understood. This study investigates the determinants of organic green consumption intentions among Chinese consumers by integrating the Appraisal-Emotional Response-Coping Theory. Employing a robust hybrid methodology, the research combines Structural Equation Modeling (SEM) to assess linear causal relationships with an Artificial Neural Network (ANN) analysis to detect non-linear patterns and prioritize predictor importance. Data were obtained from 425 respondents in Yunnan Province. The SEM analysis reveals that functional, social, and emotional values significantly and directly influence consumption intentions. Conversely, reference group influences—utilitarian, informational, and value-expressive—do not directly drive intentions but exert their impact indirectly through the mediating roles of product trust and chain trust. The complementary ANN analysis uncovers hidden non-linear associations and re-ranks the importance of these drivers, providing a more nuanced predictive model. These findings underscore the pivotal role of trust mechanisms and multidimensional value perceptions. The study concludes with strategic recommendations for marketers and policymakers to foster organic consumption by leveraging trust-building strategies and value-centric communication, effectively bridging the gap between theoretical models and practical strategies for sustainable market expansion.
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Copyright (c) 2025 Jie ZHANG, Chanchai BUNCHAPATTANASAKDA
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