The impact of matching effect between the value framework for ecological agricultural products and digital traceability on consumer value co-creation
Description
Three pre-experiments were conducted using between-subjects designs with two levels of independent variables to test the success of manipulating the ecological agricultural product value framework, digital traceability, and environmental self-efficacy. This was followed by three formal experiments. Experiment 1 examined how the matching effect between the ecological agricultural product value framework and digital traceability influences consumers' willingness to co-create value. It employed a 2 (ecological agricultural product value framework: value gain vs. value loss) × 2 (digital traceability: present vs. absent) between-subjects design, divided into four groups, to measure willingness to co-create value. Experiment 2 further examined the mediating roles of green benevolent trust and green competent trust. Employing a 2 (eco-agricultural product value framework: value gain vs. value loss) × 2 (digital traceability: present vs. absent) between-subjects design across four groups, it measured green benevolent trust, green competent trust, and value co-creation willingness. Experiment 3 further examined the moderating role of environmental self-efficacy using a 2 (Value Framework for Eco-Agricultural Products: Value Gain vs. Value Loss) × 2 (Digital Traceability: Yes vs. No) × 2 (Environmental Self-Efficacy: High vs. Low) between-subjects design, divided into eight groups, measuring green benevolent trust, green competent trust, and value co-creation intention.
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Steps to reproduce
This study rigorously followed a three-step process to conduct three pretests and test three research hypotheses. First, stimuli were designed and intergroup comparisons were conducted. Second, the minimum sample size for each treatment group was determined, and data were collected by randomly presenting one stimulus to each participant. Finally, participants were asked to complete measurement scales after exposure to the experimental stimuli, and data underwent reliability and validity analyses along with hypothesis testing.
Institutions
- South China Agricultural University College of Economics and ManagementGuangdong, Guangzhou