Unveiling the Impact of Digital Agrifood Technologies on Consumer Perceived Value and Purchase Intention

Abstract

Exploring the nexus between technology and consumer behavior, this study illuminates how digital Agrifood Technologies sculpt consumer purchasing landscapes. This study assesses the impact of digital Agrifood Technologies on consumer purchase intentions by explicating the role of perceived value within the context of the Product-based Competitiveness Framework. Employing a rigorous methodology involving Structural Equation Modeling (SEM), this research quantitatively analyzes data from 316 participants to understand how digital innovations influence consumer behaviors. Our findings demonstrate that consumer purchase intentions are significantly shaped by their perceptions of value, which is chiefly influenced by two digital Agrifood technologies: IoT Sensors, critical for enhancing production process quality and safety, and Active and Intelligent Packaging technologies, vital for functional packaging enhancements. This paper reveals that these technologies are pivotal in molding consumer perceived value and ultimately, purchase intention.