Hydroponic products have emerged as a popular choice, particularly among urban populations opting for healthy food alternatives. This study aims to investigate the impact of health consciousness and perceived benefits on the purchase intention of hydroponic products. Additionally, it explores the mediating role of perceived benefits, concerning the Value-Based Consumer Decision Model. The study encompasses responses from 208 participants residing in Indonesia, obtained through snowball sampling techniques. The study utilizes structural equation modelling (SEM) methodology using SmartPLS 4 software. The findings elucidate the significant roles that health consciousness β 0.294 and perceived benefits β 0.393 play in shaping the purchase intention toward hydroponic products. Health consciousness as a crucial factor for perceived benefit β 0.483. This research delves deeper by developing a model to fill existing research gaps. It explores the mediating role of perceived benefit in influencing the relationship between health consciousness on purchase intention β 0.190, the model reveals that perceived benefit successfully mediates the influence of health consciousness on purchase intention. This research is novel in its application of the value-based consumer decision model to the consumer behavior associated with hydroponic products. It offers important implications for business practitioners in the hydroponic product sector, providing invaluable insights into the shifting market dynamics driven by an increasingly health-conscious and benefit-oriented consumer base.

中文翻译：

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全面了解：消费者选择水培产品时的健康意识和感知效益

水培产品已成为一种流行的选择，特别是在选择健康食品替代品的城市人口中。本研究旨在调查健康意识和感知益处对水培产品购买意愿的影响。此外，它还探讨了感知利益在基于价值的消费者决策模型中的中介作用。该研究通过滚雪球抽样技术收集了居住在印度尼西亚的 208 名参与者的反馈。该研究采用使用 SmartPLS 4 软件的结构方程建模 (SEM) 方法。研究结果阐明了健康意识 β 0.294 和感知效益 β 0.393 在塑造水培产品购买意愿方面发挥的重要作用。健康意识是感知效益β 0.483 的关键因素。这项研究通过开发一个模型来填补现有的研究空白，进行了更深入的研究。探讨感知利益在影响健康意识对购买意向β 0.190关系中的中介作用，模型揭示感知利益成功中介了健康意识对购买意向的影响。这项研究的新颖之处在于将基于价值的消费者决策模型应用于与水培产品相关的消费者行为。它为水培产品领域的商业从业者提供了重要的启示，为日益注重健康和以效益为导向的消费者群体所驱动的不断变化的市场动态提供了宝贵的见解。