Research on Online Sales of Low-Carbon Agricultural Products by New Urban Agricultural Business Entities: Evidence from Shanghai, China

Urban Farm DB summary

A study of 106 questionnaire responses from new urban agricultural business entities in Shanghai, China (Sustainability, 2023) combined the Theory of Planned Behavior with the Motivation-Opportunity-Ability model and a binary Probit regression to examine online sales intentions and behavior for low-carbon agricultural products. Economic expectations and social norms significantly improved online sales intention at the formation stage, while behavior control was found not to be conducive to improving online sales intention. The study also identified a gap between operators' willingness to sell online and their actual behavior, and found that strengthening policy conditions and management capacity helped convert stated willingness into actual online-selling behavior.