The Purchase Intention for Agricultural Products of Regional Public Brands: Examining the Influences of Awareness, Perceived Quality, and Brand Trust

Table 1

Latent and observed variables of consumers’ purchase intention.

Latent variables	Observed variables	Symbolic representation
Purchase intention	If required, you will consider purchasing products from the regional public brand of this agricultural product	X1
	Your willingness to buy products from the regional public brand of agricultural products is strong and willing to try the brand	X2
	Among similar agricultural product brands, you are highly likely to purchase the regional public brand of this agricultural product	X3
	You will pay more attention to the products of the regional public brand of this agricultural product	X4
Awareness	You often see advertisements for regional public brands of this product	X5
	The advertisement of the regional public brand of agricultural products is very impressive	X6
Brand trust	You will repeatedly purchase this agricultural product regional public brand agricultural products	X7
	The regional public brand of agricultural products is safe and reliable	X8
	The regional public brand of agricultural products has the ability to protect the interests of customers	X9
	The regional public brand of agricultural products can be trusted	X10
Perceived quality	The regional public brand of agricultural products’ quality phase is good	X11
	The regional public brand of agricultural products tastes good	X12
	This agricultural product area public brand product is worth buying	X13