How Does Product Trust Affect Consumers’ Purchase Intention for Low-GI Breakfast?——The Mediating Roles of Purchase Attitude and Digital Marketing Information Acceptance

Abstract

From the perspective of consumer psychological cognition, this study explores the impact of product trust on consumers’ purchase intention toward low-GI breakfast products and further analyzes its underlying mechanisms. Based on survey data from low-GI breakfast consumers, this study employs a multiple regression model to examine the effect of product trust on consumers’ purchase intention toward low-GI breakfast products. Furthermore, robustness tests are conducted by replacing the dependent variable and substituting the core explanatory variable, while an instrumental variable approach is adopted to address potential endogeneity issues. A mediation effect model is further applied to investigate the mechanisms of purchase attitude and digital marketing information acceptance. The results show that product trust significantly enhances consumers’ purchase intention toward low-GI breakfast products. Purchase attitude and digital marketing information acceptance play important mediating roles in the process through which product trust affects purchase intention. Meanwhile, consumers with stronger health management needs are more likely to be influenced by product trust. Therefore, enhancing trust in low-GI products, optimizing information communication mechanisms, and implementing differentiated marketing strategies for consumers with different health needs are important pathways for promoting the development of the low-GI breakfast market.