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Article

Is It Both Sufficient and Necessary to Disclose Environmental Information Regarding the Origin on Consumer Purchases?

by
Pingan Xiang
and
Zhizhen Liu
*
School of Business, Hunan Agricultural University, Changsha 410128, China
*
Author to whom correspondence should be addressed.
Sustainability 2024, 16(12), 5017; https://doi.org/10.3390/su16125017
Submission received: 2 May 2024 / Revised: 8 June 2024 / Accepted: 10 June 2024 / Published: 12 June 2024
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Abstract

:
Investigating the correlation between information disclosure and consumers’ purchasing decisions is crucial for comprehending consumer behavior mechanisms and stimulating their buying behavior. Drawing upon signaling theory and the “stimulus-organism-response” (S-O-R) model, this research leverages questionnaire responses from 338 consumers. It utilizes Structural Equation Modeling (SEM) to investigate the influence and fundamental mechanisms of environmental information disclosure, consumer trust (competence, benevolence, and integrity), and online purchase intention of green agricultural products. The antecedents required for online purchase intention are identified through the Necessary Condition Analysis (NCA). This research shows that the disclosure of environmental information regarding the origins of green agricultural products positively impacts the purchase intention, with competence trust and benevolence trust being identified as playing intermediary roles in this relationship, while integrity trust does not play a significant mediating role. The disclosure of environmental information about a product’s origin is a necessary condition influencing consumers’ purchasing decisions. Merchants are encouraged to proactively disclose more environmental information regarding green agricultural products and advised to focus on maintaining competence trust and benevolence trust to enhance consumers’ purchase intentions, thereby fostering the advancement of green consumption.

1. Introduction

Agriculture today is confronted with the dual challenge of satisfying the growing demand for food while also addressing the negative impacts on the environment. The production and utilization of green agricultural products undoubtedly represent the primary approach to achieving this objective. With the concept of sustainable development becoming ingrained in public consciousness, there is a rising consumer demand for green agricultural products in both developed and developing countries [1,2]. With the increasing consumer demand, the Chinese government has implemented a series of supportive policies. The scope of green agricultural product production continues to expand, and 25,928 enterprises have acquired green food certification. The total sales of green food in 2023 were approximately USD 80 billion (the data come from the Green Food Development Center of China, http://www.greenfood.agri.cn/, accessed on 15 April 2024). Green agricultural products are commonly sold at a higher price compared to conventional agricultural products [3,4]. The price difference is not determined by their nutritional value or appearance but rather by their unique production environments and strict production standards. Nevertheless, it is a challenging task to convince consumers to trust that producers strictly adhere to green production standards and be willing to pay a premium for green agricultural products. While the “green food” certification label offers producers a credibility assurance, the presence of certification rent seeking and the phenomenon of “Greenwashing” [5,6] in the trade market have resulted in diminished consumer trust in green agricultural products [7]. These issues are particularly pronounced in the e-commerce platform trading market.
Due to the virtual nature of online transactions and the temporal and spatial separations [8], consumers are unable to physically experience products or services prior to making a payment. Consequently, the resulting information asymmetry of a product diminishes consumers’ competence to evaluate its quality. In this context, addressing the issue of consumer information asymmetry and fostering consumer trust has emerged as a significant focus of both theoretical inquiry and industrial research. Several studies have demonstrated that disclosing more product information by producers can reduce information asymmetry and that implementing product traceability is beneficial for building consumers’ trust [9]. The disclosure of product reviews has the potential to bolster consumer trust [10]. Providing transparent information on product pricing [11] and packaging [12] can positively impact purchase intention. While the information holds significance for consumers, it fails to comprehensively capture the distinctiveness of green agricultural products. The label of green certification can influence consumer trust [13]. By demonstrating methods for producing green food to improve the reliability of label information, which is essential for inspiring consumer trust [14]. Duan et al. [15] proposed that the disclosure of environmental information serves as a governance mechanism to mitigate the information asymmetry in green markets. Disclosing information regarding the sources of irrigation water, soil, and the production of green food can positively influence consumers’ competence trust [16,17]. Moreover, competence trust and benevolence trust are found to consumers’ purchasing behavior [18]. It is important to note that the participants in their study were exclusively consumers with prior experience in online purchasing of green food. While the perspectives of consumers who have purchased green food are crucial for evaluating market responses and enhancing products, the viewpoints of consumers who have not yet purchased green food should not be disregarded. Currently, there is a lack of studies examining the influence of environmental information disclosure about the origin of green food on the trust and online purchase intentions of prospective consumers.
This study developed a theoretical framework for the relationship between the “disclosure of environmental information regarding origin, consumer trust, and purchase intentions”. A total of 338 consumer questionnaire responses were utilized to investigate the sufficiency of disclosing environmental information regarding origin in consumers’ purchase intentions of green agricultural products using Structural Equation Modeling (SEM). The study aims to investigate the mechanism of environmental information disclosure regarding origin, consumer trust (competence, benevolence, and integrity), and purchase intention specifically. Furthermore, the necessity of disclosing environmental information about the origins of products for consumer purchasing decisions was further explored using the Necessary Condition Analysis (NCA) methodology.

2. Theoretical Background and Hypotheses

2.1. Signaling Theory

The signaling theory emerged in the 1970s and was postulated by American economist Spence. The primary focus lies in the interactions and decision-making processes of market parties through the exchange of signals within the framework of asymmetric information [19]. Information asymmetry pertains to situations in transactions or markets where one party possesses information that is unknown to the other party. This phenomenon is prevalent in real-life scenarios and economic activities. Within the signal theory framework, the entity possessing greater information (typically the seller or service provider) may transmit a signal to communicate information regarding the quality of the product or service to the entity with less information (the buyer or service recipient). These signals could encompass pricing, advertising, branding, certification, or other types of commitments. Through the transmission of these signals, the party possessing a wealth of information aims to sway the decision-making process of the party with less information, ultimately leading to enhanced efficiency in transactions or collaborations. Nevertheless, there are instances where the seller might intentionally offer misleading signals for its own advantage [20]. The dissemination of inaccurate signals may initially capture consumers’ attention; however, over time, it erodes consumers’ confidence in vendors and has adverse effects on brand reputation [21]. Given that online transactions exhibit a higher susceptibility to information asymmetry compared to traditional modes of transactions, consumers tend to rely more heavily on the signals conveyed by manufacturers.
When consumers make purchasing decisions, the disclosure of relevant product information serves as a crucial factor for consideration. Products that offer extensive information disclosure empower consumers with more knowledge, facilitating quicker purchase decisions and reducing decision-making costs. Several scholars have utilized information disclosure in their examination of organic products. Organic products typically command a higher price compared to conventional products. Consumers may be more willing to accept this higher price point once they are informed about the production processes involved in organic food [18]. This underscores the positive influence that information disclosure can have on consumers’ purchasing intentions. Simultaneously, the revelation of price and production process details can have a positive impact on consumers’ purchase intentions. The transparency of the perceived information is essential for enhancing purchase intentions [14]. Moser [22] discovered that consumers are attentive to the eco-friendly aspects of agriculture. Therefore, it can be inferred that merchants disclosing environmental information may enhance consumers’ inclination to make purchases. Consequently, the hypothesis is formulated as follows:
Hypothesis 1 (H1): 
Environmental information disclosure regarding origin positively affects purchase intention.

2.2. Stimulus-Organism-Response Model

In 1913, the behavioral psychologist Watson introduced the stimulus-organism-response model (S-O-R) to explain and analyze the influences of external stimuli on human behavior [23]. The stimulus (S) serves as the initial point, encompassing diverse factors within the external environment. These factors, such as advertising, product features, price, and brand reputation, can directly influence the emotional and cognitive states of the consumer (organism, O). The organism assumes a crucial mediating function in the perception and interpretation of stimuli, encompassing the consumer’s cognition, emotion, and attitude. These alterations in the emotional and cognitive conditions are anticipated to culminate in distinct behavioral reactions (response, R). These reactions may encompass the purchasing behavior, changes in brand attitude, and dissemination of information. They are the immediate outcomes of the stimulus and the responses of the organism to the stimulus. The S-O-R framework not only examines the direct link between stimuli and responses but also delves into the intricate process by which stimuli affect behavioral responses through the mediating role of the organism. In this study, the manufacturer’s disclosure of environmental information concerning the origin is considered the stimulus source (S). The competence trust, benevolence trust, and integrity trust exhibited by merchants reflect their emotional and cognitive dispositions (O), while the purchase intentions of consumers signify the behavioral response (R).
Information disclosure serves as a mechanism for fostering trust [24]. It is observed that a positive correlation exists between the extent of information disclosed and the level of trust established by the involved parties. Several studies have indicated that the disclosure of government information can increase citizen trust [25], while the disclosure of enterprise information can enhance market trust [25,26]. Additionally, the disclosure of medical insurance information has been found to improve patient trust [22,27], and the disclosure of product information can boost consumer trust [28,29]. A multi-dimensional model of e-commerce trust categorizes consumers’ trust in online merchants into three dimensions: competence trust, benevolence trust, and integrity trust [30]. Competence trust refers to consumers’ beliefs in the ability of online merchants to deliver high-quality products and services. Benevolence trust refers to consumers’ beliefs that merchants prioritize consumer interests and provide assistance during transactions from a consumption standpoint. Honesty and trust in e-commerce refer to consumers’ reliance on online merchants to offer accurate product details and adhere to commitments and transaction regulations. Research has shown that the disclosure of supply chain information can bolster consumers’ trust in the competence, integrity, and benevolence of the merchants [31]. The study conducted by Xuhui demonstrated that the information presented by merchants on the platform has a substantial impact on consumers’ trust in competence, integrity, and benevolence [32]. This suggests a strong correlation between information disclosure and consumer trust. The disclosure of environmental information on the origins of green agricultural products by the merchant can instill confidence in consumers regarding the merchant’s ability to produce high-quality green agricultural products within the specific environmental context. Consequently, this disclosure can bolster consumer trust in the merchant’s competence. The revelation of environmental provenance information also suggests that in the eyes of the consumers, producers are committed to safeguarding the human habitat and prioritizing consumers’ fundamental interests, thereby bolstering consumers’ trust in merchants based on benevolence [16]. Moser [22] suggested that consumers should consider factors such as the product source, pesticide application, and production environment. When consumers are informed of such details, they perceive that the merchant aims to streamline the transaction process and will honor the agreement to complete the transaction, thereby bolstering consumers’ confidence in the merchant’s reliability. According to the information provided above, this paper presents the following hypotheses:
Hypothesis 2 (H2): 
Environmental information disclosure regarding origin positively affects competence trust.
Hypothesis 3 (H3): 
Environmental information disclosure regarding origin positively affects benevolence trust.
Hypothesis 4 (H4): 
Environmental information disclosure regarding origin positively affects integrity trust.
Consumers’ trust in manufacturers has the potential to diminish transaction uncertainty and foster a favorable emotional bond, consequently encouraging consumers’ purchasing behaviors [33,34]. Zhao et al. [33] found that consumers perceive merchants as possessing the capability to offer high-quality green agricultural products and superior services. Consumers believe that merchants are attentive to consumer interests and fulfill transaction commitments, and this perspective fosters positive expectations for transactions, ultimately boosting purchase intentions. Lu et al. [35] found that trust in the competence of online sellers has a direct impact on consumers’ shopping intentions. Additionally, benevolence trust and integrity trust were found to significantly influence purchase intentions [36]. In summary, the present study posits the following:
Hypothesis 5 (H5): 
Competence trust has a significant positive impact on purchase intention.
Hypothesis 6 (H6): 
Benevolence trust has a significant positive impact on purchase intention.
Hypothesis 7 (H7): 
Integrity trust has a significant positive impact on purchase intention.
When environmental disclosure about the origin enhances consumer trust and consumer trust enhances the purchase intention, it can be logically inferred that trust plays a mediating role between the environmental disclosure regarding origin and purchase intention. Some studies have found that labels not only have a direct and significant impact on purchase intention, but also have an indirect impact through trust intermediaries [37], with competence trust, integrity trust, and benevolence trust playing significant roles [38]. Green attribute disclosure can also enhance consumer behavior, and trust plays an intermediary role [28]. The study by Liao also shows that providing consumers with positive or negative product information can improve their purchase intention, and competence trust plays an intermediary role. Providing consumers with positive and negative information about products can also improve their purchase intention, which is mediated by benevolence and trust [39]. Based on this, this paper proposes the following hypotheses:
Hypothesis 8 (H8): 
Competence trust mediates the relationship between environmental disclosure regarding origin and purchase intention.
Hypothesis 9 (H9): 
Benevolence trust mediates the relationship between environmental disclosure regarding origin and purchase intention.
Hypothesis 10 (H10): 
Integrity trust mediates the relationship between environmental disclosure regarding origin and purchase intentions.
In summary, based on the signaling theory and S-O-R model, a research framework of “environmental information disclosure regarding origin–consumer trust–purchase intention” is formed (Figure 1).

3. Research Methods

3.1. Questionnaire Design

(1) Environmental information disclosure about origin (EI):
Based on the findings of Fu et al. [16] and Liu et al. [17], three metrics were utilized for the assessment: “Merchants provide the environmental information regarding the origin of green agricultural products on the e-commerce platform”, “merchants provide the authentic information of the origin environment of green agricultural products on the e-commerce platform”, and “the origin environmental information of green agricultural products provided by merchants on different platforms is basically the same”.
(2) Consumer trust:
Drawing upon the studies by Xu et al. [38] and McKnight et al. [30], consumer trust is categorized into three dimensions: competence trust (CT), benevolence trust (BT), and integrity trust (IT), each comprising three indicators, resulting in a total of nine indicators. The indicators for measuring competence trust were defined as follows: “I believe that the green agricultural products offered by the vendor are of high quality”, “I perceive the level of service provided by the vendor to be excellent”, and “I trust that the vendor possesses the professional knowledge and skills required to deliver high-quality products and services”. The measurement indicators for benevolence trust included the following statements: “I believe that merchants prioritize the interests of consumers”, “I trust that merchants genuinely aim to fulfill consumers’ needs for green agricultural products” and “I have confidence that merchants will make every effort to resolve consumers’ shopping issues”. Integrity trust can be assessed through statements such as “I perceive the merchant as an honest operator”, “I consider the product information provided by the merchant to be accurate”, and “I have confidence that the merchant will uphold its commitments to consumers”.
(3) Purchase intention (PI):
Drawing on the works of Kang et al. [40] and Talwar et al. [41], the study utilized three indicators to measure participants’ attitudes towards purchasing green agricultural products from e-commerce platforms. These indicators include “I would recommend others to buy green agricultural products from e-commerce platforms”, “I will increase the number of times I buy green agricultural products from e-commerce platforms in the future”, and “Despite other channels, I still prefer to buy green agricultural products from e-commerce platforms”.
All the aforementioned variables were assessed using a 7-point Likert scale ranging from 1 (completely disagree) to 7 (completely agree).

3.2. Data Collection

This study employed a questionnaire survey that utilized a combination of offline and online methods to guarantee the comprehensiveness and representativeness of the data. The offline questionnaire survey was aimed at the residents of Changsha as the research sample. Changsha, as a rapidly developing metropolitan area, is inhabited by individuals with considerable purchasing power. With the enhancement of living standards, the inhabitants of Changsha are progressively focusing on the quality and safety of food, opting to buy organic produce. In addition, the Changsha municipal government has implemented various policies and measures to facilitate the production of green agricultural products, thereby fostering the advancement of sustainable agriculture. Changsha holds significance as a key city in central China. Studying the green food purchasing behaviors of residents in Changsha aids in comprehending the inclination of consumers in the central region, and potentially nationwide, towards acquiring green food.
The selection of research sites also considered the shopping behaviors and residential settings of consumers. Adult consumers were selected at random in proximity to supermarkets, residential areas, and business centers and questioned about their purchases of green agricultural products. For consumers who had not yet purchased green agricultural products, we conducted supplementary interviews. Participants were required to search for green agricultural products on an e-commerce platform, view product details, and then answer the questions outlined in the questionnaire. The online questionnaire links were disseminated randomly in a snowball fashion to various regions, including Henan, Guangdong, and Shanghai, thereby significantly increasing the sample size. The survey sample encompasses consumers of various genders, ages, education levels, and monthly household incomes.
The data collection period spanned from 20 July 2023 to 2 September 2023, with a total of 350 questionnaires gathered. This total comprises 120 face-to-face offline survey questionnaires accounting for 34% and 230 online survey questionnaires accounting for 66%. Following the collection of the questionnaires, they underwent screening based on answer completion, logical consistency, and a choice repetition rate exceeding 80%. Subsequently, 338 valid questionnaires were identified, resulting in an effective questionnaire recovery rate of 96.5%.

3.3. Data Analysis

In this research, a Structural Equation Model (SEM) was employed to evaluate the model and hypotheses, while Necessary Condition Analysis (NCA) was utilized to ascertain the necessary antecedents of purchase intention. Structural Equation Modeling (SEM) enables the analysis of not only the impact of individual factors on outcomes but also the examination of the interactions and combined effects of multiple factors. This approach facilitates a more comprehensive understanding of the relationships between variables. Structural Equation Modeling (SEM) is utilized to assess the appropriateness of the predetermined path constructed according to theory. However, it does not have the capability to analyze the essentiality of antecedent conditions. The Necessary Condition Analysis (NCA) not only assesses the presence of specific conditions required for achieving certain outcomes but also evaluates the magnitude of the impact of these necessary conditions. This approach serves as a valuable complement to conventional adequacy analysis methods [42].

4. Results

4.1. Sample Characteristics

The socio-demographic characteristics of the respondents are shown in Table 1. From a gender perspective, the distribution of male and female participants was relatively balanced, with males representing 55.6% and females representing 44.4% of the respondents. The age distribution reveals that the majority of individuals fall within the young adult category, with 18- to 25-year-olds representing 31.7%, followed by 26- to 35-year-olds at 25.7%, 36- to 45-year-olds at 24.0%, 46- to 55-year-olds at 14.8%, 56- to 65-year-olds at 3.2%, and those over 65 years old at 0.6%. In terms of educational attainment, over 70% of the participants possess higher education qualifications, 27.8% have completed high school or secondary education, 51.5% have attended university or junior college, and more than 20.7% have pursued postgraduate education or higher. These figures align with the demographic profile of China’s green agricultural product consumers. In relation to income, 80% of consumers had incomes below CNY 8000 (equivalent to approximately USD 1100), while only 20% had incomes above CNY 8000.

4.2. Reliability and Validity Analyses

As shown in Table 2, The reliability test aims to assess the consistency and stability of the scale, with Cronbach’s α value being the primary index utilized for this purpose. In this study, the Cronbach’s α values of the explanatory, explained, and intermediate variables analyzed using SPSS 26.0 software were all above 0.7 (refer to Table 2). This suggests a high level of consistency and stability in the scale [43].
The validity test aims to assess the validity of a questionnaire scale. In this study, SPSS version 26.0 was utilized to perform an exploratory factor analysis on the questionnaire data. The results (refer to Table 2) indicated a Kaiser–Meyer–Olkin (KMO) measure exceeding 0.8 and a Bartlett’s test of sphericity yielding a significance level below 0.001. These findings suggest that the dataset met the prerequisites for factor analysis. Confirmatory factor analysis was conducted utilizing AMOS 24.0 software. The Composite Reliability (CR) and Average Variance Extracted (AVE) values for each variable were computed based on the standard conversion factor load coefficient of each variable. These values surpassed 0.8 and 0.6, respectively, indicating a strong convergence validity of the questionnaire scale as a whole. The correlation coefficient suggests that the square root of the average variance extracted (AVE) for the five variables demonstrates superior discriminant validity compared to other variables [44].

4.3. Model Fit and Common Method Bias

Maximum likelihood estimation was used to assess the fitness of the structural equation model, incorporating key indicators including CMIN/DF, RMSEA, GFI, CFI, NFI, and IFI. The model’s fitness requirements specify that the CMIN/DF value should be below 3. An RMSEA value below 0.08 indicates an acceptable model fit, whereas a value below 0.05 indicates a better model fit. The GFI, CFI, NFI, and IFI indices exceeding 0.8 suggest the acceptability of the model, with values above 0.9 indicating a better model fit [45]. The results of model fitness in this study are as follows: CMIN/DF = 1.161, RMSEA = 0.022, GFI = 0.947, CFI = 0.993, NFI = 0.953, and IFI = 0.993. All the fitting indexes meet the requirements, indicating that the structural equation model developed is established and exhibits a high level of compatibility with the data.
Subsequently, a common method bias analysis was conducted by controlling for the influence of an unmeasured latent methods factor (ULMC). The ULMC recognizes the common method bias as a potential variable in the model construction and assesses the model fit by comparing it with the original model. In comparison to the original model, the CMIN/DF, RMSEA, and RMR values exhibited a reduction of less than 0.05, while other fit indices showed an increase of less than 0.1. The common method bias test was deemed to be successfully passed, indicating the absence of a significant common method bias problem [46,47]. The results (refer to Table 3) indicate that no significant common method bias concerns are identified in this study.

4.4. Model Analysis Results

The outcomes of the path coefficient examination among the model variables are depicted in Figure 2. The disclosure of environmental information of green agricultural products has a positive impact on consumers’ intentions to buy (β = 0.118, p < 0.05), thus confirming hypothesis H1. Environmental information disclosure regarding origin positively influences consumers’ competence trust (β = 0.238, p < 0.01), thus confirming hypothesis H2. Additionally, the disclosure of environmental information about the origin positively impacts consumer benevolence trust (β = 0.186, p < 0.01), providing support for hypothesis H3. The impact of disclosing origin environmental information on integrity trust does not reach statistical significance (β = 0.084, p > 0.05), thus rendering hypothesis H4 unsupported. The examination of the causal relationship between consumer trust and purchase intention revealed that consumers’ perceptions of competence trust (β = 0.199, p < 0.01), benevolence trust (β = 0.249, p < 0.01), and integrity trust (β = 0.239, p < 0.01) had a positive impact on purchase intention, thus confirming hypotheses H5, H6, and H7.
The Bootstrap method was utilized to examine the mediating effect. The confidence interval was established at 95%, and the number of iterations for sampling was set to 5000. The findings of the analysis were presented in Table 4. When the value of zero is excluded from the range defined by the upper and lower limits of the confidence interval, it suggests the presence of an intermediary effect [48]. The mediating effect value of competence trust between the disclosure of environmental information at the source and purchase intention is 0.033 (p < 0.01), with a confidence interval of [0.009, 0.079], thus providing support for hypothesis H8. The mediating effect of benevolence trust between the disclosure of origin environmental information and purchase intention is 0.033 (p < 0.01), with a confidence interval of [0.009, 0.073], providing support for hypothesis H9. The mediating effect value of integrity trust between the disclosure of environmental information at the source and purchase intention is 0.014 (p > 0.05). The confidence interval [−0.007, 0.048] includes 0, indicating that H10 is not supported.

4.5. Necessary Antecedent Identification Results

The results of the hypothesis test provide support for H1 and H5–H7, suggesting that the disclosure of environmental information regarding origin and trust in competence, benevolence, and integrity positively influence purchase intentions. Additionally, the findings confirm the significance of disclosing origin environmental information and consumer trust in influencing consumer purchasing behaviors. The necessity of disclosing environmental information about the origin and its impact on consumer trust in purchasing decisions is verified using NCA. The application of the NCA method is dependent on the NCA package within R-4.4.2 software, which can be completed by inputting corresponding codes into the command line interface of R to execute the analysis. Various statistical measures, including the C-accuracy, ceiling zone, effect size, and p-value, can be computed as shown in Table 5. Dul emphasized that the necessary conditions should meet the primary criteria, which include an effect size greater than 0.1 and a p-value less than 0.05. The results can be derived from Table 5, and the disclosure of environmental information about the origin is necessary to fulfill the required conditions. Competence trust, benevolence trust, and integrity trust are not necessary antecedent conditions for purchase intention [49].
The bottleneck table (Table 6) is generated by using R to conduct the bottleneck level analysis. The calculation determines the threshold value that the antecedent variable must achieve to yield a specific outcome level. According to the data presented in the report, it is evident that the disclosure of environmental information faced an initial bottleneck at the outset. When the consumer’s purchase intention reaches 60%, the disclosure of environmental information needed to reach 4.7%. When consumers’ purchase intentions reach 70%, the level of environmental information disclosure should be at 15.4%, and the level of benevolence trust should be at 0.5%.

5. Discussion

The disclosure of origin environmental information has a positive impact on the purchase intentions, aligning with the findings of Liang et al. [12], Zhou et al. [50], and Feng et al. [51]. According to signaling theory, enhanced transparency in the information offered by the seller facilitates consumers in assessing the value of the product and making purchasing decisions [14]. Similar to Ikhsan et al. [52], the act of disclosing information can serve as an effective strategy in mitigating information asymmetry between buyers and sellers in transactions. This practice enables consumers to gain a comprehensive understanding of the production origins and quality of green agricultural products [16], reducing consumers’ search costs and fostering an increase in their willingness to make purchases.
The disclosure of environmental information of the product’s origin positively influences purchase intention, with competence trust and benevolence trust acting as mediators. This demonstrates that when merchants proactively provide detailed information, such as air quality, soil quality, and irrigation water quality of the production area, consumers frequently utilize this as a significant criterion to assess the quality of agricultural products. This phenomenon occurs due to the common belief among consumers that the production of high-quality green agricultural products is feasible only in environments characterized by low pollution levels and high environmental quality, which can enhance consumer trust in producers’ capabilities, aligning with Mullick et al.’s findings [53]. Competence trust will enhance consumers’ intentions to purchase, aligning with the findings of Zhao et al. [33] and Lu et al. [35]. In contrast to the research findings of Fu et al. [16], it is observed that the disclosure of environmental information on a product’s origin can enhance the benevolence trust among prospective consumers of green food. The disclosure of environmental information about the origins of green agricultural products is significant for consumers who have not yet purchased such products. It signifies the merchants’ dedication to ecological protection, emphasizing the importance of ensuring the quality and safety of agricultural products. Additionally, it demonstrates a concern for consumers’ rights and well-being, thereby fostering benevolence trust. This benign trust also enhances consumers’ propensity to make purchases, as they view the producer as reliable and capable of delivering environmentally friendly products that align with their expectations. The conclusion that integrity trust does not play an intermediary factor between information disclosure and purchase intention contradicts the findings of He et al. [31]. The inconsistency may be attributed to the fact that integrity trust is closely linked to the commitments and performances of businesses across the entire transaction process. The process of merchants fulfilling transaction commitments encompasses multiple stages before, during, and after the transaction, making it a complex and long-term process [30]. Consumers who have not purchased green agricultural products may lack a direct observation of the level of after-sales services and the competence to fulfill commitments by the sellers. Consequently, the potential mediating role of integrity trust in the relationship between the disclosure of origin environmental information and purchase intention might not demonstrate statistical significance.
The disclosure of environmental information regarding origin is identified as the necessary factor influencing consumer purchasing decisions. Competence trust, benevolence trust, and integrity trust are not deemed as prerequisite factors for purchase intentions. This indicates that consumers prioritize environmental information such as the product’s origin, the environmental consequences of the production process, and sustainability when making purchasing decisions [22,54]. While competence trust, benevolence trust, and integrity trust have been shown to have a positive impact on purchasing intention, as noted by Fu et al. [18] and Le et al. [34], they are not essential prerequisites for consumers to buy green agricultural products. Consumers may consider these factors during the purchase process. However, they are not the determining factors in the decision-making process of whether to make a purchase or not. As noted by Senali et al. [10] and Kim et al. [11], consumers may base their purchasing decisions on various factors such as product characteristics, price, recommendations, and others.
Given the escalating environmental challenges, consumers are displaying a growing interest in the environmental footprint of products. The bottleneck analysis table indicates that once the consumer’s purchase intention reaches 60%, the level of environmental information disclosure of a product’s origin should be at 4.7%. The rise in consumers’ purchasing inclination is accompanied by a growing demand for the disclosure of environmental information regarding origin. The sufficient disclosure of environmental information regarding origin by businesses has the potential to increase consumers’ willingness to make purchases.

6. Conclusions

Utilizing questionnaire survey data, SEM and NCA were employed to investigate the correlation between the disclosure of environmental information, consumer trust, and the purchase intention of green agricultural products. The findings indicate the following: (1) The disclosure of environmental information of the product’s origin has a positive impact on purchase intention. (2) Competence trust, benevolence trust, and integrity trust all have a positive influence on purchase intention. (3) The disclosure of environmental information of the product’s origin positively influences purchase intention, with competence trust and benevolence trust acting as mediators. (4) The disclosure of origin environmental information is a prerequisite for consumers’ purchase decisions, while competence trust, benevolence trust, and integrity trust are not necessary antecedent conditions for purchase intention.

6.1. Theoretical Contributions

Firstly, the study concentrates on examining the influence of disclosing environmental information regarding green agricultural products on consumer purchasing behaviors. This research expands upon previous studies that have explored the significance of transparent information related to green products. The study also seeks to investigate the influence of this correspondence on prospective buyers, complementing the current body of research on the buying behaviors of customers who have bought green products. Second, within the consumer trust literature, the majority of studies focus on trust as a singular variable. While this approach aids in streamlining the research process, it poses challenges in uncovering the inherent mechanisms and multifaceted nature of the intricate psychological construct of trust. Based on McKnight’s framework for online shopping trust levels, this study categorizes consumer trust into three dimensions: competence trust, integrity trust, and benevolence trust. This categorization is helpful to enhance comprehension of consumer decision-making processes. Last, the integration of SEM and NCA gives full play to the strengths of both methodologies. SEM is a sufficiency test for a predetermined pathway established on theoretical grounds, yet it does not have the capability to assess the necessity of antecedent conditions. The NCA not only identifies the necessary condition for producing certain outcomes but also assesses the magnitude of the impact of these conditions, providing a valuable complement to conventional adequacy analysis methods.

6.2. Practical Applications

Considering the favorable influence of the disclosure of information on the origins of green agricultural products on consumers’ intentions to purchase and the intermediary functions of competence trust and benevolence trust in the aforementioned factors, it is advisable for merchants to proactively disclose environmental information of green agricultural products and attach importance to building and maintaining consumer trust in order to enhance consumer willingness to buy. The public sector can encourage green agricultural traders to disclose environmental information about their products through incentives. The public sector can also publish information regarding the environmental aspects of green agricultural products through various platforms such as websites, print media, and other channels to provide convenient inquiry services to consumers, facilitating informed purchasing decisions.
Although this study provides new insights into the relationship between environmental information disclosure and consumers’ purchasing intentions, it is also constrained by certain limitations. Given that the data collected in this study predominantly originate from consumers in Hunan, it is important to acknowledge that the generalizability of the findings may be limited. Further investigation could expand the scope of the study area and increase the sample size. This study gathered cross-sectional data. Subsequent research could consider collecting panel data to examine the relationship between environmental information disclosure and purchase intention over time. The amalgamation of signal theory and the S-O-R model may not suffice to provide a complete explanation of the relationship between environmental information disclosure and consumer purchasing intention. In future studies, additional competitive theories could be incorporated to enhance the comprehensiveness of the research, thereby increasing the explanatory capacity of the model.

Author Contributions

Conceptualization, Z.L. and P.X.; methodology, Z.L.; software, Z.L.; validation, Z.L. and P.X.; formal analysis, Z.L.; investigation, Z.L.; resources, Z.L. and P.X.; data curation, Z.L. and P.X.; writing—original draft preparation, Z.L.; writing—review and editing, Z.L. and P.X.; visualization, Z.L.; supervision, P.X.; project administration, P.X. All authors have read and agreed to the published version of the manuscript.

Funding

This research was funded by [Hunan Social Science Fund] grant number [21YBA084] and Postgraduate Scientific Research Innovation Project of Hunan Province, China [CX20230729].

Institutional Review Board Statement

Ethical review and approval were waived for this study, since this study did not involve human clinical trials or animal experiments, and all participation was voluntary. This research was approved by the college institution and was completed under the supervision of the college throughout its entirety. All subjects gave written informed consent in accordance with the Declaration of Helsinki. Respondents were assured of confidentiality and anonymity.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

The data in this study can be obtained by contacting the corresponding author.

Conflicts of Interest

The authors declare no conflicts of interest.

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Sustainability 16 05017 g001
Figure 1. Research framework.
Figure 1. Research framework.
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Sustainability 16 05017 g002
Figure 2. The impact of environmental information disclosure on consumer trust and online purchase intention. ** means p < 0.01; *** means p < 0.001.
Figure 2. The impact of environmental information disclosure on consumer trust and online purchase intention. ** means p < 0.01; *** means p < 0.001.
Sustainability 16 05017 g002
Table 1. Descriptive analysis of demographic characteristics.
Table 1. Descriptive analysis of demographic characteristics.
VariableItemFrequencyPercentage
SexMale18855.6
Female15044.4
Age18–25 years old10731.7
26–35 years old8725.7
36–45 years old8124.0
46–55 years old5014.8
56–65 years old113.2
Over 65 years old20.6
Educational levelPrimary and lower levels41.2
Junior high school144.1
High school7622.5
Undergraduate or junior college17451.5
Postgraduate and above7020.7
IncomeLess than CNY 300010631.4
CNY 3001–50009227.2
CNY 5001–80007221.3
CNY 8001–10,0003410.1
CNY 10,001–15,000205.9
CNY 15,001–20,00051.5
Above CNY 20,00192.6
Table 2. Results of the reliability test.
Table 2. Results of the reliability test.
XσCronbach’s αCRAVEEICTBTITPI
EI3.9000.1560.8210.8210.6050.778
CT4.7420.0010.8830.8830.7150.2380.846
BT4.4440.0390.8680.8710.6920.2780.4310.832
IT4.7290.0020.8710.8730.6960.2180.3420.4290.834
PI4.6100.0010.8820.8820.7130.2860.4160.4700.4390.844
KMO 0.827 Bartlett sphericity0.000
The bolded values indicate the arithmetic square root of the variable AVE.
Table 3. The result of the model fit and common method bias.
Table 3. The result of the model fit and common method bias.
CMIN/DFRMRRMSEAGFICFINFIIFI
Original model1.1610.0840.0220.9470.9930.9530.993
Two-factor model1.1570.0810.0220.9470.9930.9530.993
Rangeability−0.004−0.00300000
Table 4. The result of the mediation effect test.
Table 4. The result of the mediation effect test.
HypothesesBias Corrected
Bootstrapping 95% CI		p
LowerHigher
H8Environmental disclosure regarding origin → competence trust → purchase intention0.0090.0790.006
H9Environmental disclosure regarding origin → benevolence trust → purchase intention0.0090.0730.006
H10Environmental disclosure of regarding → integrity trust → purchase intention−0.0070.0480.192
Table 5. Analysis results of necessary conditions of purchase intention.
Table 5. Analysis results of necessary conditions of purchase intention.
Methodc-AccuracyCeiling ZoneScopeEffect Sizep-Value
EICR-FDH99.7%3.55233.60.1060.001
CTCR-FDH100%0.224360.0060.647
BTCR-FDH100%0.330360.0090.380
ITCR-FDH100%0.17034.020.0050.483
Table 6. Analysis results of bottleneck level of purchase intention (%).
Table 6. Analysis results of bottleneck level of purchase intention (%).
PIEICTBTIT
0NNNNNNNN
10NNNNNNNN
20NNNNNNNN
30NNNNNNNN
40NNNNNNNN
50NNNNNNNN
604.7NNNNNN
7015.4NN0.5NN
8026.2NN2.2NN
9036.91.23.92.4
10047.711.25.56.0
CR-FDH analysis technique was used; NN = not necessary.
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Xiang, P.; Liu, Z. Is It Both Sufficient and Necessary to Disclose Environmental Information Regarding the Origin on Consumer Purchases? Sustainability 2024, 16, 5017. https://doi.org/10.3390/su16125017

AMA Style

Xiang P, Liu Z. Is It Both Sufficient and Necessary to Disclose Environmental Information Regarding the Origin on Consumer Purchases? Sustainability. 2024; 16(12):5017. https://doi.org/10.3390/su16125017

Chicago/Turabian Style

Xiang, Pingan, and Zhizhen Liu. 2024. "Is It Both Sufficient and Necessary to Disclose Environmental Information Regarding the Origin on Consumer Purchases?" Sustainability 16, no. 12: 5017. https://doi.org/10.3390/su16125017

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