Author(s)

JiaYan Wen

Affiliation(s)

Guangxi Normal University, Guilin 541001, Guangxi, China.

Corresponding Author

JiaYan Wen

ABSTRACT

This study investigates how New Quality Productivity (NQP) influences consumer behavior in the agricultural sector, using mango consumption in Baise, Guangxi as a case study. Based on 500 valid questionnaires and employing multiple regression, structural equation modeling (SEM), and ridge regression, the research identifies key impact pathways.The findings reveal, first, that direct factors—including improved product quality, optimized pricing, enhanced accessibility, and product diversification—all significantly drive consumer behavior, with price and accessibility being the most influential. Second, the analysis confirms significant mediating roles of information transparency, brand value, and consumption scenario reconstruction. However, not all paths are effective; for instance, quality upgrades do not affect behavior through transparency. Third, digital literacy and consumption concepts are crucial moderators that strengthen the NQP effect, while regional economic level and policy support show more limited moderating impacts.Accordingly, recommendations are proposed: optimize pricing and accessibility, enhance brand storytelling, and improve consumers' digital literacy to better harness NQP for agricultural development.

KEYWORDS

New quality productivity; Agricultural product consumption; Consumer behavior path; Moderating effect

CITE THIS PAPER

JiaYan Wen. The influence path and consumption trend analysis of new productivity on Guangxi agricultural products consumer behavior-an empirical study based on market survey taking Baise Mango in Guangxi as an example. AI and Data Science Journal. 2025, 2(3): 1-18. DOI: https://doi.org/10.61784/adsj3028.

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