THE IMPACT OF TRACEABILITY INFORMATION IN IMPORTED AGRICULTURAL PRODUCT SUPPLY CHAINS ON CHINESE CONSUMERS’ TRUST: THE MEDIATING ROLE OF PERCEIVED VALUE AND THE MODERATING EFFECT OF CONSUMER ETHNOCENTRISM
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Abstract
As the world’s largest importer of agricultural products, China has continuously expanded its import scale, effectively meeting consumer demand while easing pressure on agricultural resources. With growing importance attached to supply chain traceability and consumer trust, this study developed a research framework that integrates traceability information, perceived value, ethnocentrism, and consumer trust, grounded in the Information Asymmetry Theory, Consumer Behavior Theory, S-O-R (Stimulus-Organism-Response) model, and supply chain management theory. A structured questionnaire was designed using validated scales, and was distributed in Beijing, Shanghai, Guangdong, Guangxi, Yunnan, and Guizhou. Data were analyzed through SPSS 20.0 and AMOS 28.0. The findings revealed that traceability information has significant positive effects on cognitive trust, emotional trust, and perceived value. Perceived value mediates the relationship between traceability information and consumer trust, while ethnocentrism negatively moderates the impact of perceived value on trust. Based on these results, this study provides targeted managerial recommendations, offering practical implications for agricultural product import enterprises and industry development.
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