Reducing the imbalance between urban and rural development and improving farmers' living standards and welfare are central objectives of China’s rural revitalization strategy. Poverty alleviation through consumption plays a pivotal role in these objectives. In the context of China, poverty alleviation agricultural product (PAAP) is an ethical product which is marketed to assist the impoverished farmers. However, the sales of PAAP fall short of expectation. In this paper, the authors introduce the concept of PAAP, along with its sales status and its relationship with ethical consumption. Then a systematic literature review on the purchase intention of PAAP is conducted. Furthermore, the authors delve into a discussion on two practical issues surrounding the ethical consumption of PAAP. Finally, the paper proposes a conceptual framework with four propositions.
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