This study aims to examine how information about biodiversity influences consumers’ purchase intentions for organic products, with the broader goal of promoting organic agriculture. Three videos were created to enhance consumers’ knowledge, self-efficacy, and experiential understanding of biodiversity. Changes in their purchase intentions for organic rice were assessed using a difference-in-differences estimation before and after viewing the videos. The key findings are as follows: (1) Video-based information significantly influenced the purchase intentions of potential and indifferent consumers, while having minimal impact on loyal consumers. (2) Among potential consumers willingness to purchase high-priced organic rice increased when exposed to information that enhanced self-efficacy. Conversely, among indifferent consumers, willingness to purchase low-priced organic rice increased when the information improved both self-efficacy and experiential understanding.
