The impact of matching effect between the value framework for ecological agricultural products and digital traceability on consumer value co-creation

Three pre-experiments were conducted using between-subjects designs with two levels of independent variables to test the success of manipulating the ecological agricultural product value framework, digital traceability, and environmental self-efficacy. This was followed by three formal experiments. Experiment 1 examined how the matching effect between the ecological agricultural product value framework and digital traceability influences consumers' willingness to co-create value. It employed a 2 (ecological agricultural product value framework: value gain vs. value loss) × 2 (digital traceability: present vs. absent) between-subjects design, divided into four groups, to measure willingness to co-create value. Experiment 2 further examined the mediating roles of green benevolent trust and green competent trust. Employing a 2 (eco-agricultural product value framework: value gain vs. value loss) × 2 (digital traceability: present vs. absent) between-subjects design across four groups, it measured green benevolent trust, green competent trust, and value co-creation willingness. Experiment 3 further examined the moderating role of environmental self-efficacy using a 2 (Value Framework for Eco-Agricultural Products: Value Gain vs. Value Loss) × 2 (Digital Traceability: Yes vs. No) × 2 (Environmental Self-Efficacy: High vs. Low) between-subjects design, divided into eight groups, measuring green benevolent trust, green competent trust, and value co-creation intention.