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Keywords: Regional specialty agri-foods
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Journal Articles
From value encoding to psychological decoding: a dual-path mechanism for communicating regional specialty agri-foods
Available to Purchase
Journal:
British Food Journal
British Food Journal 1–19.
Published: 23 June 2026
...Zhifen Xu; Rongsheng Peng; Yuehua Han Purpose Grounded in encoding-decoding theory and the Cognitive-Affective Personality System (CAPS), this research investigates how the match between Regional Specialty Agri-Foods' (RSAFs) value encoding and decoding cues influence consumer purchase intention...
