Interplay of network information dissemination in the era of big data on environmental sustainable development and agricultural consumers' purchase decisions

2.1 Network information dissemination and environmentally sustainable development

In recent years, there has been a rise in awareness regarding the impact that the sharing of knowledge via networks can have on ecologically friendly growth. The conveyance of information and knowledge across a variety of online and offline channels, such as social media, news outlets, and educational programs, is what is meant by the word “network information dissemination,” which is a concept that was coined by Cisco. It is possible for the transmission of this information to result in an improved awareness of environmental issues, changes in attitudes and actions towards the environment, and eventually, the promotion of environmentally sustainable development (Ghebleh, 2018). The influence of network information transmission on environmental awareness and behavior in China was the subject of research conducted by (De Guimarães et al., 2023). According to the findings of the study, information dissemination via networks has a beneficial effect on individuals' levels of environmental awareness as well as their actions, which highlights the significance of information dissemination via networks in the process of promoting environmentally sustainable development. In a study with a similar focus, (Adnouni et al., 2023) investigated the impact of information obtained from social media on the environmental consciousness and behavior of Chinese college students. According to the findings of the study, material found on social media had a substantial positive impact on environmental awareness and behavior. This finding highlights the role that social media may play in encouraging younger generations to engage in more environmentally responsible behaviors. Based on above literature, we purposed the following Hypothesis 1 (H1):

H1: Network information dissemination has a significant and positive impact on environmental sustainable development.

2.2 Network information dissemination and agricultural consumer purchase decision

With the size of the agriculture industry, it might be challenging for customers to choose products with knowledge. Dissemination of information via networks, however, has the ability to close this gap. In a study, Cang & Wang, (2021) discovered that network information transmission has a favorable effect on customer decisions to buy agricultural products. Consumers who received network information were more inclined to buy agricultural products than those who did not, according to the study's experimental design and findings. In a subsequent study, (Zhang and Zheng, 2022) looked at how social media affects consumers' purchase decisions in the agricultural industry. The study discovered that social media had a significant impact on how customers made purchases. Customers were more inclined to buy agricultural products when they were exposed to social media posts about them than when they weren't. Other network information dissemination channels, such word-of-mouth, have a considerable impact on consumer purchasing decisions in addition to social media. According to a 2016 study by (Panda et al., 2022), suggestions from farmers were helpful to consumer decision-making. According to the survey, customers were more likely to buy agricultural products that farmers suggested. Also, the distribution of information across networks has a significant impact on how customers view agricultural products. According to the study, customers' impressions of organic food goods were significantly influenced by favorable internet evaluations, and they were more likely to buy organic products that had received favorable reviews. Based on above literature, we purposed the following Hypothesis 2 (H2):

H2: Network information dissemination has a significant and positive impact on agricultural consumer purchase decision.

2.3 Information overload and environmental sustainable development

One of the key effects of information overload on environmental sustainable development is that it may cause important environmental issues to go unnoticed. People may lose awareness of the significance of environmental sustainability when they are constantly exposed to large amounts of information. Critical environmental issues may not receive the attention they need as a result. According to a study by (Pantano et al., 2022), information overload can cause people to become less concerned about the environment. Moreover, decision-making towards environmental sustainability may be impacted by information overload. Making judgments about environmental issues can be difficult given the abundance of information. Information overload can cause decision paralysis, which makes it difficult for people and organizations to make educated decisions about environmental sustainability, according to a study by (Saeed et al., 2012). Moreover, a glut of information can result in misunderstandings and uncertainty, which can undermine attempts to advance environmental sustainability. It can be challenging for people to discriminate between genuine information and misinformation due to information overload, according to a study by (Li and Wang, 2020). This may cause uncertainty and a lack of environmental action. Based on above literature, we purposed the following Hypothesis 3 (H3):

H3: Information overload has a significant and negative impact on environmental sustainable development.

2.4 Information overload and agricultural consumer purchase decision

Overwhelming consumers with information might influence their decisions to buy agricultural products in both positive and bad ways. On the one hand, having access to a wealth of knowledge can aid consumers in making knowledgeable choices regarding agricultural products. According to a study by (Radomyski and Ashauer, 2022) people were more inclined to select ecologically friendly and low-carbon footprint items when they had access to information on the origin and production processes of agricultural products. Consumers may find it challenging to make educated judgments as a result of information overload because it can also cause confusion and decision paralysis. According to a study (Occa et al., 2021) consumers' confidence and trust may decline as a result of information overload, which may have an effect on their decision to make a purchase. Moreover, an abundance of information might result in erroneous and misleading information, which can have an impact on consumer purchasing decisions. According to a study by (Heyneman, 2021), consumers find it difficult to discriminate between factual information and misinformation due to the abundance of conflicting and misleading information available online. Confusion and a lack of confidence in the information available might result from this, which may have an effect on customer purchase decisions. Based on above literature, we purposed the following Hypothesis 4 (H4):

H4: Information overload has a significant and negative impact on agricultural consumer purchase decision.

2.5 Trust in information source and environmental sustainable development

Environmental sustainability development significantly impacted by one's level of trust in information sources. According to a study by (Neha et al., 2020), individuals and organizations' adoption of environmentally friendly activities might be influenced by their trust in the information sources they use. People and organizations are more inclined to embrace sustainable practices and alter their behavior when they have faith in the information source. Moreover, trust in information sources can affect how well environmental communication tactics work. According to a study by (Zia and Alzahrani, 2022), the success of environmental communication tactics depends on the audience's trust in the information source. People are more inclined to participate in communication strategies and take action to promote environmental sustainability when they trust the information source. Furthermore, the credibility of information sources might have an impact on the sustainability of environmental policies. According to a study by (Ejaz and Ittefaq, 2020) policymakers must have confidence in the information sources they use when making decisions about environmental sustainability. Decisions supporting environmental sustainability are more likely to be made by policymakers when they have confidence in the information source. Based on above literature, we purposed the following Hypothesis 5 (H5):

H5: Trust in information source has a significant and positive impact on environmental sustainable development.

2.6 Trust in information source and agricultural consumer purchase decision

Buying decisions made by agricultural consumers may be influenced by their trust in information sources. According to a study by (Tayseer and Ayasrah, 2020), customers' willingness to pay for environmentally friendly agricultural products might be positively impacted by their trust in information sources. Customers are more willing to pay more for ecologically friendly agricultural products when they believe the information source. The adoption of sustainable agriculture techniques can also be impacted by one's faith in information sources. According to a study by (Wang et al., 2022), farmers' adoption of sustainable agricultural techniques depends on their faith in information sources. Farmers are more likely to embrace sustainable farming methods and alter their behavior when they trust the information source. The effectiveness of agricultural communication methods can also be impacted by the credibility of information sources. According to a study by (Zhe et al., 2023) the success of agricultural communication strategies depends on the reliability of information sources. Agricultural customers are more likely to participate with the communication strategy and make educated decisions about their purchases when they have faith in the information source. Based on above literature, we purposed the following Hypothesis 6 (H6):

H6: Trust in information source has a significant and positive impact on agricultural consumer purchase decision.

2.7 Information overload as a mediator

Information overload can act as a mediator between network information dissemination and environmental sustainable development. According to the findings of a study that was carried out by (Guo et al., 2020), excessive amounts of information can have a negative impact on the efficiency of environmental communication tactics. When people are confronted with an overwhelming quantity of information, they are less likely to participate in environmental communication methods or take actions that contribute to the sustainability of the environment. As a result, it is essential to make certain that communication tactics are succinct and targeted in order to lower the risk of experiencing an excessive amount of information. In addition to this, an excessive amount of knowledge can have a negative effect on both the adoption of sustainable practices by individuals and organizations. According to the findings of a study (Matthes et al., 2020) carried out, an excessive amount of information can have a detrimental effect on the implementation of environmentally friendly policies. When people and organizations are inundated with an excessive amount of information, they run the risk of becoming overwhelmed and being unable to make well-informed decisions regarding environmentally friendly activities. As a result, it is necessary to take measures to guarantee that information is transmitted in an effective and efficient manner in order to lower the risk of experiencing information overload. Based on above literature, we purposed the following Hypothesis 7 (H7):

H7: Information overload mediates the relationship between network information dissemination and environmental sustainable development.

Information overload can act as a mediator between network information dissemination and agricultural consumer purchase decisions. According to the findings of a study that was carried out by (Pang and Ruan, 2023), excessive amounts of information can have a negative impact on the efficiency of agricultural communication techniques. When consumers are presented with an excessive amount of information, they run the risk of becoming overwhelmed and unable to make decisions regarding agricultural products that are based on accurate facts. As a result, it is essential to make certain that communication tactics are succinct and targeted in order to lower the risk of experiencing an excessive amount of information. Moreover, information overload can have an effect on the purchasing decisions made by agricultural consumers. According to the findings of a study that was carried out by (Pantano et al., 2022), an excessive amount of information can have a detrimental impact on the willingness of customers to pay for environmentally friendly agricultural products. When customers are presented with an overwhelming amount of information, they may develop a cynical attitude toward the assertions made by producers and become less inclined to pay a premium for ecologically friendly agricultural products. As a result, it is necessary to take measures to guarantee that information is transmitted in an effective and efficient manner in order to lower the risk of experiencing information overload. Based on above literature, we purposed the following Hypothesis 8 (H8):

H8: Information overload mediates the relationship between network information dissemination and agricultural consumer purchase decision.

2.8 Trust in information source as a mediator

It is possible for trust in the source of information to operate as a mediator between the spread of network information and the environmentally friendly development. According to the findings of an investigation that was carried out by (Tarigan et al., 2022), confidence in the information source is an essential component in the success of environmental communication techniques. When people have faith in the reliability of the information provider, they are more inclined to participate in the communication plan and take steps to improve the environment's long-term viability. As a result, it is essential to make certain that information is communicated through reliable sources in order to encourage trust in environmental communication initiatives and to encourage involvement with such strategies. Furthermore, an individual's or organization's level of trust in the information source can have an effect on their propensity to embrace environmentally friendly behaviors. According to the findings of a study that was carried out by (Sutherland et al., 2013), having faith in the reliability of one's information sources is positively correlated with the implementation of environmentally friendly policies. When people and organizations have faith in the reliability of the information source, they are more likely to adopt environmentally responsible behaviors and to take steps toward achieving environmental sustainability. As a result, it is essential to make certain that information is provided through reliable sources in order to foster confidence and encourage the adoption of environmentally responsible behaviors. Based on above literature, we purposed the following Hypothesis 9 (H9):

H9: Trust in information source mediates the relationship between network information dissemination and environmental sustainable development.

It is possible for trust in the information source to operate as a mediator between the broadcast of information through the network and the purchase decisions made by agricultural consumers. According to the findings of a study that was carried out by (Deb et al., 2022), the level of trust that individuals have in the information source has a significant impact in the adoption of environmentally friendly agricultural techniques. If customers have faith in the reliability of the information source, they are more inclined to support ecologically responsible agricultural practices and buy environmentally friendly agricultural products. As a result, it is essential to make certain that information is communicated from reliable sources in order to foster trust and encourage the implementation of environmentally responsible agricultural methods (Dar et al., 2022; Sandra Marcelline et al., 2022; Yingfei et al., 2021). In addition to this, the degree to which a person trusts the information source can also have an effect on how effective agricultural communication tactics are. According to the findings of a study that was carried out by (Benyam et al., 2021), there is a favorable correlation between consumers' trust in information sources and their readiness to pay more for environmentally friendly agricultural products. When customers have faith in the information provider, they are more likely to be prepared to pay a higher price for ecologically responsible agricultural goods. As a result, it is essential to make certain that information is communicated from reliable sources in order to foster customer trust and increase their readiness to pay more for agricultural products that are less harmful to the environment. Based on above literature, we purposed the following Hypothesis 10 (H10):

H10: Trust in information source mediates the relationship between network information dissemination and agricultural consumer purchase decision.

2.9 Information accessibility as a moderator

Accessibility to information can play a role as a moderator between the spread of network information and the development of environmentally sustainable practices. According to the findings of an investigation that was carried out by (Oelkers, 2020), the accessibility of information favorably moderates the connection between network information distribution and environmentally friendly development. According to the findings of the study, the relationship between the broadcast of information via networks and the promotion of environmentally friendly development becomes more robust when individuals have greater access to information. As a result, it is essential to make certain that information is available to individuals as well as organizations in order to boost the efficiency of network information distribution strategies for the purpose of fostering environmentally sustainable growth. In addition, the availability of knowledge can have an effect on the degree to which individuals and organizations adopt environmentally friendly behaviors. According to the findings of a study that was carried out by (Wu and Coman, 2023), the availability of information has a favorable correlation with the implementation of sustainable practices. According to the findings of the study, when people have greater access to knowledge, they have a greater likelihood of adopting environmentally sustainable behaviors and doing actions that contribute to the preservation of the environment. Hence, it is essential to make information readily available to both individuals and businesses in order to encourage the adoption of environmentally responsible behaviors that will contribute to the advancement of environmentally sustainable development. Based on above literature, we purposed the following Hypothesis 11 (H11):

H11: Information accessibility moderates the relationship between network information dissemination and environmental sustainable development.

Accessibility to information can play a role as a moderator between the diffusion of information across networks and the buying decisions made by agricultural consumers. According to the findings of a study that was carried out by (Ishikawa et al., 2019), the availability of information positively moderates the connection between the diffusion of network information and the purchase decisions made by agricultural consumers. According to the findings of the study, the relationship between the transmission of information via networks and the purchasing decisions made by agricultural consumers gets stronger when customers have greater access to information. For this reason, it is essential to make sure that information can be easily accessed by agricultural consumers in order to boost the efficiency of network information distribution techniques for the purpose of encouraging environmentally responsible farming practices. In addition, the availability of information can play a role in the adoption of environmentally responsible farming practices by consumers of agricultural products. According to the findings of a study that was carried out by (Mujiyana et al., 2022), the availability of information has a favorable relationship with the adoption of sustainable farming practices by agricultural consumers. According to the findings of the study, an increase in agricultural consumers' access to information results in an increase in the likelihood that agricultural consumers will adopt environmentally responsible farming practices and purchase environmentally friendly agricultural products. For this reason, it is essential to make sure that information is easily accessible to agricultural consumers in order to encourage the adoption of ecologically responsible farming methods and the purchasing of agricultural goods that are kind to the environment. Based on above literature, we purposed the following Hypothesis 12 (H12):

H12: Information accessibility moderates the relationship between network information dissemination and agricultural consumer purchase decision.

Theoretical Background:

The study is theoretically grounded in the Communication Accommodation Theory (CAT), which posits that individuals adjust their communication styles to gain social approval and reduce uncertainty. This theory is pertinent to understanding how network information dissemination impacts environmental sustainable development and influences agricultural consumers' purchase decisions. CAT sheds light on the relationship between information dissemination and trust in information sources. According to the theory, when communicators accommodate the preferences and concerns of agricultural consumers, it enhances trust in the information sources. This trust, in turn, influences consumers' reliance on provided information when making purchasing decisions. The theory also addresses the issue of information overload. Failure to accommodate messages to the needs of the audience may lead to information overload and reduced information processing. In the context of the study, effective accommodation by information dissemination networks may reduce the likelihood of information overload, facilitating more informed decision-making. Considering information accessibility as a moderating factor aligns with CAT's emphasis on adapting communication strategies to the specific context. The theory suggests that accommodation might be more effective when it considers the accessibility of information. If information is readily accessible, the impact of accommodation on trust and reduction of information overload may be more pronounced. In conclusion, CAT provides a comprehensive framework for understanding how network information dissemination, through accommodation strategies, influences trust, mitigates information overload, and interacts with information accessibility in the context of environmental sustainable development and agricultural consumers' purchase decisions. The application of CAT enriches the conceptualization of communication dynamics in this study, offering a solid theoretical foundation for the research.

Thus on the basis of above literature review, we proposed the following conceptual framework (Fig. 1).

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Fig. 1

Conceptual Framework.

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3.1 Measure

A five-item scale derived from measures the concept of Network Information Dissemination (Simon et al., 2021). A seven-item scale was adopted from Khaleel et al. (2020) to measure information overload. A four-item scale was adopted fromZhang et al. (2022) to measure trust in information sources. A four-item was adopted from Xue et al. (2021) to measure information accessibility. A five-item scale was adopted from Hassan et al. (2020) to measure environmental sustainable development and six-item scale was adopted from Tang et al. (2023) to measure agriculture consumer purchase decision

3.2 Data analysis and results

The model was validated in this research by making use of the partial least square structural equation modeling (PLS-SEM) method, which can be found in SmartPLS 4 software. The data were analyzed using this particular approach. PLS-SEM is better suited for exploratory studies than covariance-base structural equation modelling, which is one of the reasons why it was chosen rather than covariance-base structural equation modelling. Another reason is that PLS-SEM is easier to interpret than covariance-base structural equation modelling. PLS-SEM is also preferable to covariance-based structural equation modeling for the simple fact that it is less complicated to understand. An exploratory analysis is included as part of this study, which brings up the first issue I want to raise. Second, because of the adaptability it provides, the PLS technique is excellent for the analysis of data that was obtained from a relatively small sample size. This is because of the technique's flexibility.

3.3 Measurement model

When it comes to measurement models, it is essential to take into account both the dependability of the model as well as its validity. All of these aspects are crucial in their own right. In the course of this analysis, Cronbach's Alpha, roh-A, composite reliability, and average variance extract were all applied with the intention of determining the degree to which the model could be depended upon. In addition, an analysis was done to determine the soundness of the model, and convergent and discriminant validity were applied in that study (Avotra et al., 2021; Nawaz et al., 2023; Sandra Marcelline et al., 2022). The results of the studies performed with the models that were utilized in this research to determine the dependent relationships among all of the variables are presented in Table 1 and Fig. 2, respectively. To get things started, the Cronbach's Alpha needs to have a value that is higher than 0.70 in order for it to be regarded as satisfactory (Xiaolong et al., 2021; Yingfei et al., 2021). The values of Cronbach's Alpha for all of the model variables used in this study are higher than 0.70 on average. For instance, the values of IV (Network information dissemination), DV (Environmental sustainable development, Agricultural consumer purchase decision), mediator (Information overload, Trust in information source), and moderators (Information accessibility) are 0.846, 0.820, 0.765, 0.925, 0.847, 0.850 respectively. The Table 2 displays these values. These values are in accordance with the Cronbach's Alpha criterion that was given. All values are acknowledged as a result of this. Further, the roh- All of the variables' A values have been changed such that they now line up with the threshold value. The average variance extract (AVE) and composite reliability (CR) of the model variables are examined in the third step of the investigation. The acceptable values of the variables for composite reliability are better than 0.7 and both the average variance extract and the acceptable values of the variables are greater than 0.5. The variables' permissible values are also greater than 0.5. Additionally, each variable's outer loadings were looked at, and the results are shown in Table 1. A value larger than 0.6 is regarded as appropriate for determining the right outside loadings for different items (Fig. 2). There is a value larger than 0.6 for every single item in the variables.

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Fig. 2

Measurement Model.

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Also, the variance inflation factor was used in this work to analyze the collinearity problem (VIF). According to the researchers' recommendations, good VIF readings are those that are less than 5 (Avotra et al., 2021; Nawaz et al., 2022). Table 1 shows that the fundamental elements of the study model have VIF values ranging from 1.384 to 4.068. This range includes a wide range of potential results. It is proof that all of the components' VIF values satisfy the criteria outlined by the threshold. As a result, the research model used for this study showed no indications that collinearity was a concern.

The heterotrait-monotrait (HTMT) technique and the Fornell-Larcker criterion were used to assess the discriminant validity of this study (Ali et al., 2021). By taking the square root of the average variance extract values for all model variables, the Fornell-Larcker criterion can be used to determine whether the discriminant function is legitimate (Hair et al., 2019). The Fornell-Larcker criterion serves as the main reference point for Table 2’s thorough study of the discriminant validity of each variable. This table illustrates that the model's discriminant validity has been attained because the starting values of all variables within each column exhibit the highest values relative to their subsequent values (Hair et al., 2019).

In order for any of the variable values to be judged suitable in light of the HTMT rations criterion, they need to have a value that is lower than 0.85. Despite this, there are situations in which HTMT values of up to 0.90 are deemed to be appropriate (Hair et al., 2019). Table 3 provides a comprehensive summary of the conclusions of this inquiry. From this table, it is apparent that all of the values fall within the acceptable range, which ranges from 0.85 to 0.90 and can handle all of the available choices. The findings of this inquiry demonstrated that the model that was developed for this investigation possesses discriminant validity. This validity was demonstrated by the findings.

When the R2 score is greater than 0.5, it is determined that the strength of the model in the initial data is strong. In this investigation, the level of model strength demonstrated by Agricultural consumer purchase decision, and Environmental sustainable development (R2 = 0.334) and (R2 = 0.441) respectively was considered to be moderate (Hair et al., 2016). In addition to this, the values of Q2 for each of the latent constructs in the models are higher than Zero, which is a requirement for inclusion in the models. In addition to that, it functions as an example of significant signs. The values of R2 and Q2 are presented in Table 4.

3.4 Direct path analysis

This study utilized a bootstrapping method with 5,000 different samples for the purpose of performing statistical validation on the model hypotheses (Hair et al., 2016). The t and p values were analyzed in this study to determine whether or not the hypotheses should be accepted or rejected (Hair et al., 2016). Fig. 3 represent the structure model refers to the part of the analysis that focuses on the relationships between latent variables and their observed indicators. The results of the H1 relationship, which predicted that network information dissemination has a significant and positive impact on environmental sustainable development, are broken down and explained in Table 5 and shown in Fig. 3, which can be found here. Both the value of t and the value of p indicate that this hypothesis is accepted (t = 4.962, p = 0.000). As a result, H1 is acceptable. The second hypothesis stated that network information dissemination has a significant and positive impact on agricultural consumer purchase decision. Both the value of t and the value of p indicate that this hypothesis should be accepted (t = 2.950, p = 0.002). Therefore, H2 is accepted. The third hypothesis stated that information overload has a significant and negative impact on environmental sustainable development. Both the value of t and the value of p indicate that this hypothesis should be accepted (t = 3.471, p = 0.000). As a result, H3 is accepted.

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Fig. 3

Structural Model.

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The fourth hypothesis stated Information overload has a significant and negative impact on agricultural consumer purchase decision. The values of t and p point to the fact that this hypothesis will be accepted (t = 2.672, p = 0.004). As a result, H4 is accepted. The fifth hypothesis stated trust in information source has a significant and positive impact on environmental sustainable development. The values of t and p point to the fact that this hypothesis will be accepted (t = 2.672, p = 0.000). As a result, H5 is accepted. The sixth hypothesis stated trust in information source has a significant and positive impact on agricultural consumer purchase decision. The values of t and p point to the fact that this hypothesis will be accepted (t = 1.722, p = 0.043). As a result, H6 is accepted.

3.5 Mediation analysis

In addition, the significance of the information overload and trust in information source were investigated as possible mediators in the relationship between network information dissemination, environmental sustainable development and agricultural consumer purchase decision. Information overload act as a mediator of the relationship between network information dissemination, environmental sustainable development and agricultural consumer purchase decision, as stated in Hypothesis H7 and H8 respectively. The findings suggest that information overload significantly mediates of the relationship between network information dissemination and environmental sustainable development (p = 0.000) and network information dissemination and agricultural consumer purchase decision (p = 0.004). As a consequence of this, the H7 and H8 of this investigation is supported by the findings of the research. Table 6 presents the results of the investigation into the use of mediation. In a similar vein, Hypothesis H9 and H10 proposed that trust in information source acts as a mediator of the relationship between network information dissemination, environmental sustainable development and agricultural consumer purchase decision. The findings suggest that trust in information source significantly mediates of the relationship between network information dissemination and environmental sustainable development (p = 0.001) and network information dissemination and agricultural consumer purchase decision (p = 0.043). As a consequence of this, the H9 and H10 of this investigation is supported by the findings of the research.

3.6 Moderation analysis

Hypothesis H11 and H12 proposed that information accessibility acts as moderator on the relationship between network information dissemination, environmental sustainable development and agricultural consumer purchase decision. The findings suggest that information accessibility significantly moderates of the relationship between network information dissemination and environmental sustainable development (p = 0.046) and network information dissemination and agricultural consumer purchase decision (p = 0.001). As a consequence of this, the H11 and H12 of this investigation is supported by the findings of the research. Table 7 and Fig. 3 shows the results of moderation analysis.

5.1 Implications

The study's findings have numerous practical implications for enterprises, politicians, and information providers. To begin, firms that want to promote environmental sustainable development might use the power of network information transmission to raise consumer knowledge about sustainable practices. They can work with information providers and use various communication channels to distribute knowledge about environmental sustainability, such as eco-friendly products, waste management, and sustainable agriculture techniques. Furthermore, firms can create consumer confidence by offering dependable and credible information through trusted sources. Second, the study reveals that information overload can have a negative impact on customer behavior. As a result, businesses and regulators must be cautious about the amount and type of information they offer to consumers. To prevent overloading consumers with too much information, they should ensure that the information offered is relevant, succinct, and accurate.

Businesses, especially those in the agricultural sector, have the potential to acquire valuable insights in relation to their economic and commercial impact. The results emphasize the importance of customized marketing strategies that take into account the careful equilibrium between spreading information, building trust, and the possibility of overwhelming people with too much information. Businesses can utilize this understanding to enhance their communication strategies, guaranteeing that the information conveyed is not only precise but also delivered in a manner that cultivates confidence among customers. Furthermore, the study indicates that businesses could gain advantages by aligning their practices with principles of sustainability, thus appealing to environmentally-conscious consumers. This presents a promising opportunity for businesses to not only improve their brand reputation but also actively participate in environmental preservation initiatives. Research in the field of Teaching and Education enhances academic curricula by offering practical insights into the process of sharing information. Instructors can integrate these discoveries into curricula pertaining to marketing, agriculture, and environmental studies. Through this approach, students acquire a more profound comprehension of the influence of information on consumer behavior, the significance of trust in decision-making, and the consequences of sustainability on business practices. This integration equips the upcoming cohort of professionals with the necessary knowledge and skills to effectively handle the intricacies of information management in practical situations. The study's implications also apply to the domain of Public Policy Influence. Policymakers can utilize the research findings to establish regulatory frameworks that promote the transparent and precise dissemination of information in the agricultural sector. Policymakers can contribute to the broader goal of promoting responsible business practices and informed consumer choices by placing emphasis on the significance of reliable information and advocating for sustainability. This is consistent with the wider international objective of advancing sustainable development and promoting ethical business practices. The study makes a significant contribution to the existing body of knowledge in terms of research. It enhances our comprehension of the interaction among the distribution of information, trust, excessive information, and ease of access. Subsequent research efforts can expand on these findings by investigating supplementary variables that might impact consumer choices or by employing analogous models in various sectors. The iterative process of knowledge-building continuously refines and expands our understanding of consumer behavior in the digital age. The study has a substantial impact on society. The research has the capacity to mold consumer behavior towards environmental sustainability by exerting influence on public attitudes. With the growing knowledge of consumers, there is a probability of a rise in the demand for sustainable products and practices. Consequently, this can lead to a favorable ecological influence and an enhanced standard of living for individuals and communities. Crucially, these implications perfectly correspond with the study's findings and conclusions. For example, if the research identifies trust as a crucial element, the practical implications highlight the necessity of implementing strategies and policies that establish and sustain trust in sources of information. The outlined economic, educational, and societal impacts align with the fundamental concept that effectively managing the dissemination of information, while taking into account factors such as information overload and accessibility, can have a positive influence on decision-making processes and contribute to sustainability.

This study's theoretical implications are also significant. For starters, the study adds to the body of knowledge on network information distribution and its impact on environmental sustainability and agriculture consumer purchasing decisions. Second, the study offers light on the moderating effect of information accessibility and the mediating role of information overload and trust in information sources in the relationship between network information distribution and consumer behavior. Furthermore, the study underlines the necessity of understanding consumer behavior by evaluating the interplay of many elements rather than examining them in isolation.

5.2 Limitations and future directions

The current study has some limitations that should be acknowledged. First, the study was done in a specific geographic location with a small sample size, which may limit the findings' generalizability. To improve the external validity of the findings, future research could be done in different regions and with greater sample numbers. Second, the study relied on self-reported data, which could lead to response bias. Future research could include objective measurements of environmental sustainability and agricultural consumer behavior, such as carbon footprint or real purchase behavior. Finally, the study only looked at the moderating function of information accessibility and the mediating role of information overload and trust in information sources. Additional elements, such as cultural norms and values, may also have an impact on the relationship between network information distribution and environmental sustainability and agricultural consumer behavior.