When tradition meets technology: perceived value integration and consumer purchase behavior in the smart agriculture era (opens in new tab)

IntroductionSmart agriculture prompts consumers to reconcile recognition of traditional farming culture with trust in smart agricultural technology when evaluating agri-food products. This study examines how the congruence between these two perceptions influences perceived value integration and purchase behavior.MethodsSurvey data from 703 Chinese consumers were analyzed using structural equation modeling and response surface analysis. The study assessed the congruence and incongruence effect...