Discrimination validity.

The importance of agricultural products’ regional public brands, owned by relevant organizations and jointly used by several agricultural production and operation entities, is increasing in contemporary marketing research. Based on a survey of 544 consumers, this study investigates the influence of brand trust, attitude, subjective norms, and perceived behavioral control on their purchase intention and behavior toward agricultural products’ regional public brand. Through SEM, we find that brand trust toward agricultural products’ regional public brand positively influences consumer attitude, purchase intention, and purchase behavior. In addition, attitude and purchase intention mediate the relationship between brand trust and purchase behavior. While attitude and perceived behavioral control positively affect purchase intention, no similar effect is found for subjective norms. Moreover, multigroup invariance tests demonstrate that consumer behavior can be influenced by factors such as gender, age, monthly income, marital status, previous visits to the region, and purchase purpose. We therefore recommend that to bolster competitiveness, regional public brand stakeholders maintain agricultural product quality, ensure reliable purchasing and transportation channels, and enhance brand trust.