When tradition meets technology: perceived value integration and consumer purchase behavior in the smart agriculture...

Smart 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.

Survey data from 703 Chinese consumers were analyzed using structural equation modeling and response surface analysis. The study assessed the congruence and incongruence effects of recognition of traditional farming culture and trust in smart agricultural technology on perceived value integration, as well as the mediating role of perceived value integration and the moderating role of trust in government.

Greater congruence between recognition of traditional farming culture and trust in smart agricultural technology was associated with higher perceived value integration, whereas incongruence reduced it regardless of direction. Perceived value integration mediated the relationship between the congruence of these two perceptions and purchase behavior. Trust in government negatively moderated the effect of this congruence on perceived value integration.

The alignment of cultural recognition and technological trust plays an important role in shaping consumer responses to smart agriculture. Cultural narratives and technological credibility should be integrated into marketing communication, while institutional endorsement should be used cautiously to avoid weakening consumers' independent value judgment.