Research on the mechanism of consumer brand behavior intention driven by brand trust

This dataset originates from the study “Mechanisms of Consumer Brand Behavioral Intention Driven by Brand Trust,” focusing on consumer perceptions of agricultural product brands. It includes measures of brand trust, brand attitude, subjective norms, perceived behavioral control, participation intention, recommendation intention, and repurchase intention. The survey is designed based on the Theory of Planned Behavior (TPB) and an extended brand trust model, with 569 valid samples collected from key agricultural product markets and major metropolitan areas in eastern China. This dataset can be used to verify the formation mechanisms of consumer brand behavioral intentions, the relationship between brand trust and long-term consumer behaviors, and extended research in consumer behavior, brand marketing, and agricultural economics.