In recent years, how farmers leverage social capital to improve their well-being has become a crucial question in post-poverty alleviation China. This study assessed the impact of ‘linking social capital’ on farmers’ well-being, as mediated by self-efficacy. The study was conducted using data collected from 443 randomly selected farmers from two villages in Guizhou Province, China. The Partial Least Squares Structural Equation Model (PLS-SEM) was employed to analyze the proposed relationships in the study. The results indicate that linking social capital, when mediated by self-efficacy, positively impacted farmers’ well-being. This suggests that policymakers and implementers exercising hierarchical power in social improvement programs in disadvantaged provinces, such as Guizhou, should take full advantage of linking social capital to effectively improve farmers’ well-being. In doing so, the study concludes, they should consider the positive role farmers’ self-efficacy can play in the process.

Purpose: To reveal the impact mechanism of rural museum intervention on the construction of local identity of rural community residents, and provide practical reference for the protection and utilization of rural cultural identity. Methods: This study takes the Weijiapo Rural Museum in Luoyang, China as the research object, uses participatory observation and in-depth interview methods, and explains the specific characteristics of rural community resident identity construction through identity process theory (IPT). Results: (1) The impact of the intervention of rural museums on rural areas is reflected in four aspects: local spatial reconstruction, transformation of livelihood methods, reconstruction of social relationships, and evolution of cultural customs; (2) under the influence of rural museum construction, the representation of community residents’ identity has shown complex characteristics, with both positive and negative impacts coexisting; (3) the local identity of community residents affects their perception and attitude towards the construction of rural museums.

This paper aims to segment online consumers based on their attitude toward self-interest and ethical attitudes and explore the impact of these attitudes on the purchasing behavior of agricultural products online in China. The study was conducted using 633 online survey responses from consumers who have purchased agricultural products online in China. First, to validate the relationship between attitude and behavior by structural equation modeling. Next, the number of segments was determined using K-means. Finally, Pearson Chi-square difference tests were performed to analyze demographic and behavioral variables and identify each segment’s characteristics. The results of this study provide a segmentation analysis of the online market for agricultural products in China. The four segments identified are pure ethical consumers, information communicators, brand-quality pursuers, and well-heeled shoppers. Additionally, this study reveals the characteristics of each segment based on demographic and behavioral variables. This study provides a novel approach to segmenting Chinese consumers who purchase agricultural products online based on their attitudes toward self-interest and ethical attitudes, aiming to understand the impact of these attitudes on their purchasing behavior. Moreover, from an ethical consumerism perspective, it explores the effect of ethical information on purchasing agricultural products online, highlighting its significant implications for online marketing strategies.