Study Of Green Food Consumption -Based On The Consumer Behavior Research Model

In China after 20 years of development,Green food's production has exceeded 100 million tons, covering more than 1000 varieties of agricultural products and exports also greatly enhanced, and products are mainly exported to Japan, America and Europe. Green food is the floorboard of high quality, nutritional food, due to its special production requirements, its food quality and nutritional are good for human healthy, and increase green food production promotion also can protect the production environment, promote the development of ecological agriculture. For green food research has already for a long time. Marketing scholars from marketing "4ps" theory, research on green food production, price, promotion, channel, and proposed in terms of green food marketing strategies. Management scholars from the government from the perspective of how to strengthen the government's work dynamics, support the development of green food industry, Psychologist through studying the psychological factors affect consumers' behavior and puts forward green food marketing strategy... scholars from all walks of life from their own perspective trying to promote green food consumption research strategies. So far, the basic theory of green food is mature, and its marketing strategy is also proposed numerous. However, facing the green food domestic the shortage of reality, combined with the development of The Times situation research and development of green food strategy, improve people's physical health significance is still significant.Previous literature from the influence of the factors of consumers' behavior combined with gender, educational level, marital status, income, family structure features of population statistics, the awareness of green food, green food attitude, social culture of green food consumption effect, etc. The researchers seize one of several factors to analyze. In this paper, on the basis of summarizing the predecessors' combination of consumer behavior theory knowledge, will affect consumers' behavior factors into exopathic cause (social culture, consumer's individuality, etc.) and internal cause (perception, learning, attitude change), through the motivation, attitude, decision-making stage factors and problems, needs to wait process factors research model of the customers' purchasing behavior, and analysis of the various factors and green food consumption relationship, in this theory and based on the assumption of the through market research combined with statistical analysis, validate these assumptions, for better find, put forward to promote green food consumption strategies do scientific basis. Finally proposed catch products and the brand; Accelerate green food industry cluster, reduce the cost; Increasing spread dynamics, enhance consumer cognition; To protect the ecological environment, advocate healthy consumption, stimulates the potential demand; Cultivate green food marketing specialist, change consumer attitude, promote purchasing behavior of marketing strategy. In order to promote the development of green food industry, improvement of people's living level, ensure people healthy eating to provide ideas.