A Study of Regional Image of Agricultural Product Impact on Purchase Intention

This paper presents a theoretical model that focuses on enhancing consumers' purchase intention towards agricultural products by leveraging regional branding theory and customer perceived value. The aim is to boost the development of industry, increase added value market competitiveness products, improve efficiency sustainability production. To validate relationship between image, quality, intention, an online questionnaire survey was conducted involving 612 participants. results indicate image significantly positively influences both consumer quality Moreover, acts as mediator intention. It recommended product enterprises maintain their enhance perception, stimulate Collaboration local governments can effectively promote products. Furthermore, it important consider country-of-origin effect within same country incorporate its impact consumers into variable. study integrates investigates influence intentions, providing companies with more objective scientific guidance for marketing activities.