Study On The Green Food Customer Behavior Based On The Brand Relationship

With the improvement of the standard of living,people's food consumption develops towards the direction of safety,high quality,nutrition and top grade.The consumption pattern also varies.The rising of green consumption makes the study on green food consumer behavior gradually become the hot topic in academic research and marketing management.Brand relationship is the application of relationship marketing theory in the aspect of brand,and it is the new phase of brand theory study.This paper studies the green food consumer behavior in the point of brand relationship,and it deeply discusses the impact of brand relationship on green food consumer behavior.The contents are as follows:Firstly,this paper introduces the background,purpose,significance,and thoughts of the study,as well as consumer behavior theory and brand relationship theory.By classifying existing literature,the study finds out that:the study consumer behavior focused on the empirical study of influencing factors by using the existing consumer behavior theory for reference.The factors the researchers took into consideration were not the same.The impact of brand relationship on green food consumer behavior is still a research gap.The achievements of the study of the brand relationship mostly were the evaluation of the brand relationship;multidimensional brand relationship quality was considered the better variable of evaluating the brand relationship.Then,by classifying the existing literature,using the existing study achievements for reference and analyzing the deficiency of the study,this paper design the study frame and comes up with the study hypothesis and methods.It analyzes the data collected from the questionnaire by using the statistical software SPSS13.0:by descriptive analysis and ordinal regression it explores the factors influencing green food consumption;by reliability analysis and validity analysis it makes sure the quality of the quantifier;by correlation analysis,multiple regression analysis and path analysis,it probes into the relationship among brand relationship,customer value,customer satisfaction and customer loyalty.At last,the paper obtains the following conclusions according to the empirical study: the factors greatly influencing the green food consuming decision-making include:brand and some other factors(the gender,age,income,food safety anxiety,buying place, cognition to the symbol of green food and willingness to pay of the consumers);brand relationship is an important mental variable to influence green food consumer behavior, and it influences customer value,customer satisfaction and customer loyalty greatly.On the basis of the conclusion of the study,this paper probes into the countermeasures to promote present green food consumption:for the government,it makes suggestions from three aspects of propaganda,supervision and support;for the enterprises,it makes suggestions from four aspects of consumer orientation,advertising publicity,distribution channels and brand relationship management.The innovation of this paper consists in:the innovation of the study perspective.The paper studies the green food consumer behavior in the point of brand relationship and analyzes the impact of brand relationship on green food consumer behavior,which is the key innovation.