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| Interaction， Cognition and Institution： A Study on the Construction Mechanism of Consumer Trust in Green Agriculture —A Case Study of Tea Industry in Q County of Southern Anhui Province |
| Chen Xuejing1 Liu Yuhang2 |
| (1.College of Humanities & Social Development， Northwest A&F University， Yanglin 712100；2.National Academy of Chinese Modernization， Chinese Academy of Social Sciences， Beijing 100006) |
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Abstract Under the encroachment of marketization and commercialization， food safety issues frequently occur， and the crisis of consumer trust has gradually evolved into a common systemic problem， which is even more prominent in green agriculture. Taking the tea industry in Q County， southern Anhui Province as a case study， this paper analyzes the process of building consumer trust in the distribution of green agricultural products from the perspective of “interaction-cognition-institution.” The research finds that the construction of consumer trust in the tea industry of County Q is influenced by three mechanisms： first， an interactive connection mechanism based on interests， emotions and group identity； second， an information cognition mechanism based on information， reputation and brand effect； and third， an institutional guarantee mechanism based on government， industry and platform supervision. The three types of mechanisms interact with each other to jointly promote the construction of consumer trust. On the basis of ensuring food safety and product quality， further promoting the construction of consumer trust is the key to promoting the high-quality development of green agriculture.
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2025, Vol. 64 
