The Impact of Demographic Factors on Online Purchase Intentions for Agricultural Products: A Consumer Behavior Perspective

This study examines the influence of demographic factors on online purchase intentions for agricultural products, adopting a consumer behavior perspective. The research explores the roles of age, income level, education, and geographic location in shaping consumer attitudes and intentions toward e-commerce platforms for agricultural products. Utilizing a mixed-methods approach, the study combines survey data from 500 respondents with in-depth interviews to identify critical determinants and their interactions. Findings reveal that younger consumers with higher incomes and urban residency demonstrate stronger online purchase intentions, driven by convenience, perceived product quality, and trust in digital platforms. The study also highlights significant moderating effects of age and income on consumer behavior, offering theoretical insights and practical implications for e-commerce strategies in the agricultural sector. Recommendations emphasize tailored marketing approaches to enhance accessibility and trust among diverse demographic groups. This research contributes to the growing body of knowledge on e-commerce in agriculture and provides actionable strategies for stakeholders aiming to optimize digital consumer engagement.