Studies On The Consumption Behavior Of Green Food In Guangzhou City

With the progress of the society and the spread of scientific knowledge,the awareness on ecological environment has been increased.Green consumption has become a trend.When people have accepted the conception of protecting the environment as well as taken part in the global environmental protection campaign from 1990s,our Chinese have tended to be scientific, reasonable and green consumers.In addition,the idea of "continuous development" has become the global trend."Green consumption" has been considered to be the developing trend and green marketing is becoming the leading role of marketing strategies.Thus,it is necessary and meaningful to study the consumption behavior of green food consumers.In this thesis,we would first study the psychological process of green food consumers with the integration of the theories in consumer psychology.Then,we would investigate the circumstances of green food consumption in Guangzhou city through a questionnaire.Next,we would conclude the reasons of the needs on green food and the consumer attitudes towards green food consumption.Moreover,we would analyze the factors affecting green food consumption behavior as well as the changing trend of green food consumption behavior.Finally,we would suggest some effective marketing strategies to green food entreprises.