Pricing Strategies and Consumer Purchase Intention in Agribusiness: An Integrative Review
DOI:
https://doi.org/10.7719/jpair.v65i1.1015Keywords:
Agribusiness, Pricing strategies, Consumer purchase intention, Price perception and fairness, Value-based pricing, Dynamic pricing, Promotional pricing, Theory of Planned Behavior (TPB), Price–Quality Inference, Consumer Value Theory, Stimulus–Organism–Response (S–O– R) modelDisciplines:
Business Administration, Marketing ManagementAbstract
Pricing strategies are a central determinant of consumer purchase intention, yet their application and effectiveness in agribusiness contexts remain underexplored. This integrative literature review synthesizes findings from 42 peer-reviewed studies published between 2019 and 2025 to examine how cost-based, value-based, promotional, and dynamic pricing strategies influence consumer purchase intention for agricultural products. The review organizes insights across five thematic areas: pricing strategy typologies, price perception and fairness, consumer purchase intention models, agribusiness-specific pricing challenges, and moderating variables such as income, culture, and product type. Results indicate that while cost-based pricing remains dominant for commodity products, it exerts limited direct influence on consumer decision-making. In contrast, value-based and dynamic pricing strategies are more effective in stimulating purchase intention for differentiated goods such as organic, sustainably produced, or certified products. Promotional pricing demonstrates strong short-term effects but risks eroding consumer trust if perceived as unfair or inconsistent. The review emphasizes that consumer purchase intention is influenced by perceptions of fairness, trust, and value, and affected by socio-economic and cultural factors. From a theoretical perspective, the study highlights the importance of the Theory of Planned Behavior, Price–Quality Inference Theory, Consumer Value Theory, and the Stimulus–Organism–Response model in explaining the cognitive, perceptual, and behavioral processes that connect pricing strategies to purchase intention. However, methodological limitations remain, including reliance on cross-sectional survey designs, self-reported data, and the underrepresentation of emerging agribusiness markets.
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References
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Cao, N., Isa, N. M., Perumal, S., & Chen, C. (2025). Perceived value, consumer engagement, and purchase intention in virtual influencer marketing: The role of source credibility and generational cohort. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 150. https://doi.org/10.3390/jtaer20020150
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Copyright (c) 2026 Lea Angela C. Arreza, Dorielle M. Bual, Clayde G. Parreñas
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Open Access. This article published by JPAIR Multidisciplinary Research is licensed under a Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0). You are free to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material). Under the following terms, you must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
