Research on the Impact of Consumer Experience Satisfaction on Green Food Repurchase Intention

Abstract

With the continuous improvement in people’s living standards and the change in consumption concept, green food is favored by more and more consumers. Consumer repurchase behavior is a necessary condition to activate the market, expand the consumption scale and stabilize the continuous growth of the market. Repurchase intention is the most direct factor affecting consumers’ green food repurchase intention. Therefore, it is necessary to study consumers green food repurchase intentions. This study collects data from 303 consumer surveys on green food consumption to explore the impact of consumer satisfaction with consumption experience on green food repurchase intention and further explore the mechanisms and influence boundaries. The results show that (1) consumer experience satisfaction positively affects green food repurchase intention; (2) consumer experience satisfaction can improve consumers’ green food repurchase intention through consumer perceptions of social value, green self-efficacy and warm glow; (3) the higher the degree of consumer inertia, the stronger the influence of green self-efficacy and warm glow on consumers’ green food repurchase intention; and (4) the higher the degree of consumer subjective norms, the stronger the influence of consumer perceived social value, green self-efficacy and warm glow on the consumer’s green food repurchase intention. This study provides a new perspective and theoretical framework for promoting consumers’ green food repurchase intention, and it may have certain theoretical significance and practical impact on green food market growth, sustainable carrying of the ecological environment and high-quality development of agriculture.