The role of perceived value in shaping consumer intentions: a longitudinal study on green agricultural foods

Purpose This study examines the temporal dynamics of consumer attitudes, perceived value and purchase intentions toward green agricultural foods, addressing critical gaps in the literature on sustainable consumption behaviours. It emphasises the mediating role of perceived value and its evolution over time, offering insights into consumer decision-making processes. Design/methodology/approach A longitudinal design was adopted, collecting data through structured questionnaires from primary household food purchasers in northern Taiwan at baseline, three months and six months. Analytical techniques, including multiple regression, mediation analysis and repeated measures ANOVA, were employed to examine relationships and track changes over time. Findings The results reveal that consumer attitudes positively influence perceived value, which fully mediates the relationship with purchase intentions. Temporal analysis indicates significant increases in perceived value and purchase intentions over six months, demonstrating that sustained exposure to green agricultural foods reinforces consumer commitment and pro-environmental behaviours. Attitudes alone do not directly predict purchase intentions without the mediation of perceived value, highlighting the critical role of perceived benefits in driving long-term sustainable consumption. Practical implications This study provides actionable insights for enhancing the perceived value of green agricultural foods. Businesses should prioritise health and environmental benefits, while policymakers can design campaigns and incentives to promote sustainable dietary habits, aligning with Sustainable Development Goal 12. Originality/value By exploring the mediating role of perceived value in transforming positive consumer attitudes into purchase intentions, this study highlights how perceived value, shaped by health and environmental benefits, drives consumer behaviour. These findings contribute valuable insights for enhancing market appeal and supporting sustainable food marketing strategies.