Demonstration Study On Green Food Consumers' Behavior

In recent years, with the improvement of the people's living conditions and the arousal of consumers' consciousness, the problem of food safety becomes a hot topic that more and more people pay attention to. As green food is not polluted, safe and nutritious, it's much more likely to be popular with consumers. Green food consumption will become the dominating food consumption mode in the 21st century.This dissertation applies an exploratory research to examine consumers' green food consuming behavior through taking the Demonstration Analysis of Wuhan City green food consumer's behavior as an Example. The objective of this research is to discuss green food consumers' consuming behavior via consumers' demographic variables , purchase affecting factors, AIO VALS variables and post-purchase and to find out the related factors and VALS variables and demographic variables that affect consumers to choose and buy green food, thus establish main variable measuring indexes and compare the differentiation and influential effect of these indexes themselves and post-purchase, all of which are according as making marketing-mix decision and establishing branding image for green food companies. However, the goals are realized by a structured questionnaire which is designed aiming at green food consumers in Wuhan City and making overall investigations on manufacturers and consumers and statistically analyzing the related data that collected, which is based on the development summary of our country's green food marketing and the Theories of green food consumer's behavior. The results of our research indicate that, there is signed correlation between green food consuming behavior and age, education level, religion, household month income, diet custom among eight demographic variables.Therefore, it's stared in the face to study and analysis green food consumers' behavior, correctly to know about consumers' demand and preference and to make marketing strategy, especially marketing mix, considering the related influential factors for a lot of green food enterprises in order to win in the increasingly competitive market and truthfully establishing modern marketing concept which oriented by customers.