Value of nostalgia to agricultural heritage: Consumer’s nostalgia proneness and purchase intention toward traditional tea

Globally Important Agricultural Cultural Heritage Systems (GIAHS) were recommended by the United Nations to promote the development of agricultural heritage, as agricultural sustainability is garnering more and more attention, and therefore agricultural heritage is revived. Consumer preferences for agricultural heritage products, which are a vital driver of sustainable agriculture, have been neglected in previous studies. Given the recent focus on consumer nostalgia in marketing, this study uses traditional tea as an anchor to investigate the relationship between consumer nostalgia proneness and purchase intention to contribute to the preference for agricultural heritage products. We used a high-order structure to investigate the mechanism, the results revealed that nostalgia proneness positively influences purchase intention, with perceived value as a mediating factor in this study. We extend the theory of perceived value to include the analysis of consumers’ agricultural heritage products preferences, improve the application of nostalgia proneness, and provide management suggestions based on the findings.