Abstract: With the significant penetration of intelligent consumption of agricultural products, online information intervention has become an important means to promote green agricultural product consumption on the demand side. On the basis of focusing on the precise matching of people and goods as to whether consumers “will buy” or “will not buy”, how to dynamically adjust intervention content based on consumer decision-making process to provide precise guidance for consumers to “do good” and “go green” is a cutting-edge issue, which drives agricultural green transformation from the demand side in the digital age. Based on the attribute information of green agricultural products, this paper adopts a mixed research method of HMM and random control experiments to verify the intervention effects of nutritional information, environmental information, and price information on consumers' final purchasing behavior, and then the dynamic promotion process of three types of information intervention on consumer decision-making is depicted. It is found that, from the perspective of the final purchasing behavior of consumers, information intervention has an intervention effect of promotion-inhibition dual factors and polarizing consumer groups; from the perspective of consumer decision-making process, information intervention has a dual effect of motivational and hygiene factors on consumer decision-making processes, and the green agricultural product consumption decision-making process includes four implicit states: attention, interest, consideration, and purchase. There are significant differences in the promotion effect of the three types of information intervention on the implicit decision-making process of consumers.

Key words: Consumer Decision-Making Process, Green Agricultural Products, Information Intervention, HMM, Random Control Experiment

摘要： 伴随农产品消费数智化渗透率的大幅提升,线上信息干预成为促进绿色农产品消费的重要手段。如何在聚焦消费者“买”或“不买”的人货精准化匹配的基础上,进一步基于消费者决策过程动态调整干预内容,对消费者进行“向善”“向绿”的精细化引导,是数智时代从需求端拉动农业绿色转型的前沿性议题。本文从绿色农产品属性信息切入,采用HMM与随机控制实验的混合研究方法,首先验证营养信息、环境信息及价格信息干预对消费者最终购买行为的影响效果,其次分析三种信息干预对消费者决策的动态推进过程,深入洞察消费者如何、何时改变了消费决策。研究发现:从消费者最终购买行为结果看,信息干预存在促进—抑制双因素、消费群体两极化的干预效果;从消费者决策过程看,信息干预对消费者决策过程存在激励—保健双因素作用效果,消费者的绿色农产品消费决策过程包含注意、兴趣、考虑和购买四种隐状态,三种信息干预对消费者隐性决策过程的推进效果存在明显差异。

关键词: 消费者决策过程, 绿色农产品, 信息干预, HMM, 随机控制实验