Main Article Content
The change from survival-oriented to health-oriented food consumption has promoted rapid development of the organic food market, and this has given rise to increasing consumer demand for organic milk. Based on Stimuls-Organism-Response theory, signal processing theory, and perceived value theory, this paper analyzed the influence of nutritional information acquisition on consumers’ willingness to pay for organic milk and its rationale, as well as used actual research data collected from 918 Chinese consumers to carry out an empirical test. The results showed that access to nutritional information has a significant positive influence on consumers’ willingness to pay for organic milk, the perceived value plays an intermediary role, and consumer trust has a significant positive moderating effect on the relationship between them. Specifically, access to nutritional information increases consumers’ willingness to pay for organic milk by increasing the perceived value, while consumer trust increases the impact of nutritional information access on the willingness to pay for organic milk. This study expands the application of SOR theory and the study of consumption behavior, which is of great significance for promoting the development of the organic milk consumption market.