Connecting the agri-food system to consumer preferences
A new scale for agricultural product live E-commerce groundedness (Aplegs)
Bibliographic Data
| ID | 21295977 |
|---|---|
| Authors | Qiqi Hu (0009-0003-8684-1408, Fujian Agriculture and Forestry University), Wenhe Lin (0000-0002-8190-0224, Fujian Agriculture and Forestry University), Jiuzhen Huang (Fujian Agriculture and Forestry University), Manhua Zheng (0000-0002-8830-680X, Fujian Polytechnic Normal University), Mei-Yuan Zheng (0009-0005-0214-0909, Fujian Polytechnic Normal University , ,) |
| Year | 2026 |
| Volume | 128 |
| Issue | 5 |
| Pages | 1909-1924 |
| Publication date | 2026-04-09 |
| Open Access | No |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-06-2025-0836 |
| OpenAlex | W4417494744 |
| Language | EN |
| References cited | 53 |
Purpose As digital transformation reshapes consumption patterns, consumers’ preference for groundedness is gaining prominence. Grounded in the agri-food system, agricultural product live e-commerce exhibits an innately groundedness. Addressing both theoretical and practical gaps, the study develops the Agricultural Product Live E-Commerce Groundedness Scale (APLEGS). By extending the concept of groundedness into the emerging field of digital marketing, it provides a valuable tool for understanding consumer preferences in agricultural product live e-commerce. Design/methodology/approach A mixed-methods approach was employed, combining qualitative and quantitative methodologies. Study 1 employs grounded theory to conceptualize the dimensions of Agricultural Product Live E-Commerce Groundedness. Study 2 develops and refines the scale through exploratory factor analysis with 305 participants. Study 3 validates the scale’s structure and construct validity using confirmatory factor analysis with a separate sample of 321 participants. Findings Agricultural product live e-commerce is innately grounded in place, people, and the past, and this embeddedness critically shapes consumer decision-making. (2) The results show that agricultural product live e-commerce groundedness is a multidimensional construct, comprising three dimensions: connection to place, connection to people and connection to the past. The APLEGS, consisting of 11 items across these dimensions, demonstrates robust reliability and validity. Originality/value (1) Groundedness, traditionally examined in offline contexts, is introduced into online live e-commerce. (2) The validated APLEGS provides an effective tool for groundedness academic research and offers practical managerial and marketing insights for agricultural product live e-commerce
Agriculture · Confirmatory factor analysis · Embeddedness · Exploratory factor analysis · Grounded theory · New product development · Product (mathematics) · Scale (ratio) · Digital Marketing and Social Media · Focus Groups and Qualitative Methods · Technology Adoption and User Behaviour
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| Highly cited | No |
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