Driving Green Trust: How Social Capital Shapes Repurchase Intention for Green Agricultural Products in the Context of Private Domain Traffic

Abstract

With the rapid growth of China's digital economy, private domain traffic has become an essential marketing strategy for green agricultural products enterprises. While enhancing consumer-brand relationships, it has not fully resolved issues of consumer trust or translated interactive advantages into sustained purchasing behavior. Based on the SOR framework, this study examines how three dimensions of social capital (structural, relational, cognitive) influence repurchase intention, with green trust (ability trust and goodwill trust) as a mediator. Using questionnaire data and structural equation modeling, the findings indicate that structural social capital and both dimensions of green trust directly promote repurchase intention, whereas relational and cognitive social capital exert indirect effects through green trust. The research extends social capital theory into the context of private domain traffic and offers practical insights for marketing green agricultural products.