农产品的自然环境和历史文化等根脉资源对于开发地理标志农产品的品牌价值具有重要意义。如何利用这些根脉资源，是地理标志相关主体十分关心的问题。本研究将根脉划分为地脉和文脉，基于品牌真实性理论和解释水平理论，探讨在“为自己购买”与“为他人购买”这两个不同的目的情境下，消费者对地理标志农产品根脉诉求的偏好差异及其产生机制。本研究通过三个实验发现：为自己购买的消费者更偏好地脉诉求（VS.文脉诉求）农产品，为他人购买的消费者更偏好文脉诉求（VS. 地脉诉求）农产品；其次，在消费者为自己购买的条件下，感知自然性中介根脉诉求对消费者购买意愿的影响；在消费者为他人购买的条件下，感知传承性中介根脉诉求对消费者购买意愿的影响。本研究不仅丰富了农产品消费行为和品牌诉求的相关研究，还为地理标志农产品的品牌定位和品牌与顾客的沟通提供了实践启示。

The natural environment, historical culture and other root resources of agricultural products are of great significances to the development of the brand value of agricultural products with geographical indications. How to make use of these root resources is an issue of great concern to the managers of geographical indications. Based on the brand authenticity theory and construal level theory, this paper divides roots into natural roots and cultural roots, and explores the divergence and formation mechanism of consumers’ preferences for the root appeals of agricultural products with geographical indications under different conditions ( “purchasing for oneself” vs. “purchasing for others”) . Three experimental studies find that, consumers of self -purchasing purpose prefer the appeal for natural roots (vs. cultural roots) , and consumers who purchase for others prefer the appeal for cultural roots (vs. natural roots) . In addition, when purchasing for oneself, perceived naturalness mediates the influence of root appeals on consumers’ purchase intentions ； when purchasing for someone else, perceived continuity mediates the influence of root appeals on consumers’ purchase intentions. This research not only enriches the related studies on agricultural product consumption behaviors and brand appeals, but also provides practical implications for the brand positioning and customer communication of agricultural products with geographical indications.