Study On The Attitude And Influencing Factors Of Consumers Of Green Food

Green food industry has been developed for more than ten years in China and becomes well-known. Nowadays, green food becomes the synonym of healthy food. Accompany with China's join of the WTO and development of global economic integration, as well as China's transformation from sufficiency of food and clothing to being fairly well-off, peoples' life style is diversifying, and their requirements of farm product and food quality becomes more and more exigent, especially for environmental-friendly and green food. Although the demand is booming, we can know from current data that green food still occupies very limited market share, and possesses of insufficient consumers. The market foreground mostly lies on the attitudes and consumption behaviors of consumers, who act as main bodies of the market, the purchasing attitude impacts the purchasing behavior directly. Well then, how about the attitude of consumers towards green food? Influenced by which factors? What is the relationship between consumers' attitude to green food and consumption intent? According to current existing domestic literatures, there's few theoretic studies aiming at consumers' purchasing behavior of green food, either few instance analysis, such inadequate investigation seldom takes consumers' life style as market segments to discuss consumers' consumption behaviors. From the point of application, the research and accurate cognition of consumer's attitude and behavior of green food purchasing can help the corporation understand the real demand of consumers more thoroughly and accurately, thereby, constitute more effective marketing strategies; meanwhile, it can also provide references and consultations for government's policy and law constitution to lead a healthy and scientific consumption behavior. This paper applies the demonstration study, mainly from the angles of consumer's life style, environmental favor, ecological cognition, price and so on to discuss and investigate consumer's attitude and its influence on green food.This paper based on study of existing theses and literatures, referred and adapted to relative attitude measurement, fixed on influence variable, took multi-disciplined research on consumers of urban Chongqing, collected 314 questionnaires in all, which acquired the first hand data of consumer's attitude and behavior to green food.. Apply to reliability analysis, factor analysis, cluster analysis, ANOVA analysis, Correlation analysis to demonstratively analyze the relative hypothesis. The investigation result indicates that the main factors which influence the attitudes of purchasing green food for Chongqing cantonal consumers are: price, convenience, consciousness of health and environment; the study result also shows: there's optimistic relationship between active purchasing attitude and active purchasing intent; The"healthy and leisurely consumer group", which is divided on the basis of different life styles, has the most active attitude to purchase green food. Lastly, this paper summarized relative investigation conclusion and its insufficiencies.