IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i18p13477-d1235819.html
   My bibliography  Save this article

Research on Online Sales of Low-Carbon Agricultural Products by New Urban Agricultural Business Entities: Evidence from Shanghai, China

Author

Listed:
  • Fan Xu

    (School of Economics and Management, Shanghai Ocean University, Shanghai 201306, China)

  • Fangke Xu

    (School of Economics and Management, Shanghai Ocean University, Shanghai 201306, China)

  • Pu Xu

    (School of Economics and Management, Shanghai Ocean University, Shanghai 201306, China)

  • Min Liu

    (School of Humanities and Management, Guilin Medical University, Guilin 541199, China)

  • Yufeng Li

    (School of Economics and Management, Shanghai Ocean University, Shanghai 201306, China)

Abstract

Traditional agricultural business entities present environmental problems such as high energy consumption and high pollution. To achieve goals such as carbon capping and carbon neutrality, governments should encourage urban agricultural operators to sell low-carbon agricultural products online. This could play an important role in smoothing the connection between production and marketing, achieving industrial prosperity and promoting low-carbon agricultural development. This paper explores the formation and behavioral transformation of online sales intention by combining the theory of planned behavior, the Motivation–Opportunity–Ability (MOA) model, and the binary Probit regression model using data from 106 questionnaires. The study found that economic expectations and social norms can significantly improve online sales intention during the formation stage of online sales intention. Behavior control is not conducive to improving online sales intention. In addition, we found a gap between the willingness of urban agricultural operators to sell online and their behavior. This gap requires activation and adjustment of the opportunity and capability factors in the behavior transformation phase. Finally, we found that the strengthening of policy conditions and management capacity facilitated the transformation of urban agricultural operators’ willingness to sell online into behavior. This paper provides recommendations for the online sales of low-carbon agricultural products. While we continue to deepen urban agricultural operators’ knowledge of online sales, we should also pay attention to the creation of external opportunities that are suitable for the development of online sales, and identify differences in capacity among operators. This will provide precise services.

Suggested Citation

  • Fan Xu & Fangke Xu & Pu Xu & Min Liu & Yufeng Li, 2023. "Research on Online Sales of Low-Carbon Agricultural Products by New Urban Agricultural Business Entities: Evidence from Shanghai, China," Sustainability, MDPI, vol. 15(18), pages 1-17, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13477-:d:1235819
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/18/13477/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/18/13477/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Batra, Rajeev & Ray, Michael L, 1986. "Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 432-445, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    2. Muhammad Abdullah Khan & Usman Ghani & Sadia Aziz, 2019. "Impact of Islamic Religiosity on Consumers’ Attitudes towards Islamic and Conventional ways of Advertisements, Attitude towards Brands and Purchase Intentions," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 11(1), pages 1-30, March.
    3. Kim, Jooyoung & Ahn, Sun Joo (Grace) & Kwon, Eun Sook & Reid, Leonard N., 2017. "TV advertising engagement as a state of immersion and presence," Journal of Business Research, Elsevier, vol. 76(C), pages 67-76.
    4. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    5. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    6. Patrali Chatterjee & Donna L. Hoffman & Thomas P. Novak, 2003. "Modeling the Clickstream: Implications for Web-Based Advertising Efforts," Marketing Science, INFORMS, vol. 22(4), pages 520-541, May.
    7. Gaia Rubera & Andrea Ordanini & David Mazursky, 2010. "Toward a contingency view of new product creativity: Assessing the interactive effects of consumers," Marketing Letters, Springer, vol. 21(2), pages 191-206, June.
    8. Hansen, Nele & Kupfer, Ann-Kristin & Hennig-Thurau, Thorsten, 2018. "Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 557-574.
    9. Mitsukuni Nishida, 2018. "A Structural Analysis of Entry Order, Performance, and Geography: The Case of the Convenience-Store Industry in Japan," KIER Working Papers 993, Kyoto University, Institute of Economic Research.
    10. Uribe, Rodrigo, 2016. "Separate and joint effects of advertising and placement," Journal of Business Research, Elsevier, vol. 69(2), pages 459-465.
    11. Siemens, Jennifer Christie & Smith, Scott & Fisher, Dan & Thyroff, Anastasia & Killian, Ginger, 2015. "Level Up! The Role of Progress Feedback Type for Encouraging Intrinsic Motivation and Positive Brand Attitudes in Public Versus Private Gaming Contexts," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 1-12.
    12. Lin, Chien-Huang & Kao, Danny T. & Chuang, Shih-Chieh & Wu, Pei-Hsun, 2006. "The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry," Journal of Air Transport Management, Elsevier, vol. 12(4), pages 204-206.
    13. Enrique Bigné & Carla Ruiz & Luisa Andreu & Blanca Hernandez, 2015. "The role of social motivations, ability, and opportunity in online know-how exchanges: evidence from the airline services industry," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 209-232, June.
    14. Rachel Griffith & Andrew Neely, 2009. "Performance Pay and Managerial Experience in Multitask Teams: Evidence from within a Firm," Journal of Labor Economics, University of Chicago Press, vol. 27(1), pages 49-82, January.
    15. Sakthivel Karunamoorthy & Selvarasu Appasamy Mutharasu & José António Filipe, 2013. "Marketing Strategies to Add Economic Value. Reactions on Corporate Social Responsibility Advertising in Print Media. An Indian Company Case," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 3(1), pages 372-372.
    16. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Saboo, Alok R., 2020. "Identifying the drivers of luxury brand sales in emerging markets: An exploratory study," Journal of Business Research, Elsevier, vol. 111(C), pages 25-40.
    17. Nadine Strauß, 2021. "Communicating Sustainable Responsible Investments as Financial Advisors: Engaging Private Investors with Strategic Communication," Sustainability, MDPI, vol. 13(6), pages 1-18, March.
    18. Mitsukuni Nishida, 2017. "First-Mover Advantage Through Distribution: A Decomposition Approach," Marketing Science, INFORMS, vol. 36(4), pages 590-609, July.
    19. Zhang, Xiaobin & de Vries, Walter Timo & Li, Guan & Ye, Yanmei & Zheng, Hongyu & Wang, Mengran, 2019. "A behavioral analysis of farmers during land reallocation processes of land consolidation in China: Insights from Guangxi and Shandong provinces," Land Use Policy, Elsevier, vol. 89(C).
    20. Pieters, R. & Bijmolt, T.H.A., 1997. "Consumer memory for television advertising : A field study of duration, serial position and competition effects," Other publications TiSEM 1ae20014-8470-4056-8e3d-6, Tilburg University, School of Economics and Management.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13477-:d:1235819. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.