Exploring green purchase behavior in online agricultural markets: a multi-phase consumer decision model

Purpose This study aims to explore consumer behavior in terms of pre-, actual, and post-purchase behavior of green agricultural food products based on planned behavior and social exchange theory. Design/methodology/approach A longitudinal study design was employed, utilizing a structured questionnaire to collect data from the same 473 respondents across different phases. Findings The findings reveal that quality factors significantly influence consumer purchase behavior. Additionally, environmental and societal factors significantly enhance consumer behavior in online shopping for these products. Notably, consumer complaints have an inverse relationship with consumer satisfaction and loyalty. Meanwhile, emotional intensity was identified as a moderator, identifying the role these relationships play in the online shopping context of agricultural products. Originality/value Practically, the research can guide businesses in developing marketing strategies that align with consumers’ behavior toward green products.