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Investigating Factors Influencing Tea Planting Insurance Purchasing Behavior: The Roles of Government Support and Risk Cognition
Author(s)
Date Issued
January 1, 2025
Type
Article
Abstract
This study investigates the impact of government support and risk cognition on the purchasing behavior of tea planting insurance, with a particular focus on the mediating roles of perceived value. Data were collected through a structured questionnaire from 379 tea growers in Guizhou Province, China, employing a convenient sampling method. Multiple linear regression analysis unveiled that both perceived value and risk cognition significantly influence the purchase behavior of tea planting insurance. Furthermore, government support and risk cognition were found to positively influence the perceived value of tea planting insurance. However, government support was not directly linked to purchase behavior. To enhance the adoption of planting insurance among tea farmers, government departments should intensify policy promotion and provide business guidance. This would aid tea farmers in identifying the value and recognizing the psychological importance of planting insurance, thereby better protecting their planting interests. This study contributes to comprehending how government support and risk perception can augment the adoption of planting insurance practices among tea farmers.
Citation
Review of Integrative Business and Economics Research, 14(4), 754-768, 2025