Research On Influence Factors Of Consumer Purchasing Decisions For Organic Vegetable

With the improvement of people's living standards, people's food consumption habits and consumption patterns have undergone tremendous change. Meanwhile, people put a higher requirement about food safety. However, food safety issues take place frequently, which attracted people's attention. As a daily necessity, the safety of vegetables arouses people's concerns deeply. Developing organic vegetable industry can not only protect environment, but also promote people healthy, which meets the needs of contemporary people. At present, organic vegetable industry develops in a large scale. In this background, consumer's demand status of organic vegetables and influence factors of consumers'decision-making are the important points which are placed in the producers and marketers of organic vegetables. Based on the literature review, this paper regards Jinan urban consumers as samples to analyze consumers'purchasing behavior of organic vegetables, focusing on that which influences consumer purchasing decisions and how these factors operate.This paper is divided into five parts. The first part mainly introduces the research background, research purpose and research contents; in the second part, relative literature reviews are conducted, and the theory of consumer behavior is introduced; in the third part, through literature review, seven factors which impacts consumers purchasing decisions are summed up, and the consumer purchase decision model of organic vegetables is built. This part also introduces the design process of questionnaire; in the fourth part, the sampled data are analyzed by the software SPSS16.0, by using the principal component analysis, correlation analysis and multiple regression analysis. Through these analysis, the factors which impact consumer willingness to pay and purchase behavior for organic vegetable; the fifth part provides the policy advices based on the above empirical analysis.The main conclusions of this paper are as follows: the willingness to pay of organic vegetables is different among different consumers .In total, the willingness to pay of Jinan consumers is low. The factors which influence consumer willingness to pay for organic vegetables are family income, education level, whether there are children living at home, consumer perception and the price of organic vegetable; The factors, Income, education level, whether there are children or the elderly, consumer environment awareness and health awareness, the price, influence whether consumers choose to buy organic vegetables.The innovation point of this paper is as following: based on the theory of consumer behavior, this paper builds a consumer purchase decision model of organic vegetables, through empirical analysis of questionnaire collected data, to identify the factors which impact consumer willingness to pay and purchase behavior for organic vegetable.