Research On The Willingness Of The Consumer To Purchase The Traceability Agricultural Food

In recent years,the continuing outbreak of the international and domestic agricultural food quality and safety crisis reflects the rigour of the current quality of the agricultural food security problems and the grim urgency。Faced to this situation of the quality and safety of agricultural food,developed countries have requested that import of agricultural food must be traced。And the current domestic-related research tends to the government and producers from the perspective of the construction which traceability system of the quality and safety of agricultural food and the research of traceability system,it is inadequate compared with foreign study on consumer demand and the purchase behaviors。Based on the backgroud,this paper takes the consumers in Chengdu city an example to analyze the factors which impact the comsumers' choice behavior of the traceability food through the survey data。Based on the consumer behavior theory and the theory of planned behavior,this paper uses the combination methods of the qualitative investigation with the quantitative investigation(Weighted average and Logistic model) and the combination of the questionnaire survey with the information analysis to research the willingness of the consumer to purchase the traceability agricultural food。Data used in this study is from 309 valid samples from my primary questionnaire survey of consumers in Chengdu city。This survey object is the people who has no cognition consciousness about the traceability agricultural food,the people is asked the information that is the notion of traceability agricultural food and so on,then the author researches the willingness of the consumer to purchase the traceability agricultural food。Three main ideas are concluded in this research:(1) Based on the consumer behavior theories,this paper analyzes the factors affecting consumers' willingness of the traceability agricultural food。Then author constructs models and explains the model variables by taking the individual character variable of consumers,the environmental character variable of consumers,the psychological element of consumers and the characteristic of the traceability agricultural food。(2)The author utilizes the investigation data to make descriptive analysis to the the individual character of consumers,the psychological element of consumers,the cognition of the traceability agricultural food,the consumers' willingness of the traceability agricultural food and so on。(3) This paper has do quantitative analysis to the facors affecting consumers' willingness of the traceability agricultural food using Logistic model。Finally,this study summarizes the research conclusion and provides some interrelated policy and suggestions。By using the theoretical analysis and Probit regression analysis,the following conclusions:(1)The consumers' cognition of the agricultural food quality security is more higher,but the study also shows that the consumers have a relatively shallow understanding of this agricultural food in the existing market。(2)Because the sales channels of the traceability agricultural food are mainly the super market and the special sales counter of the interrelated agricultural food,it isn't found conveniently by the consumers who usually buy agricultural food in agricultural trade market。Based on that situation,it restrains the purchasing willingness to some extent。So in can promote the development of the traceability agricultural food to expand sales channels。(3)The main factors affecting consumers' willingness of the traceability agricultural food is the family's average income per month of consumers,furthermore the family's average income per month is a significant impact on purchasing willingness。(4)The affecting degree of the traceability agricultural food's label is one of the main element influencing consumers' willingness。Although most of consumers are willing to pay for the traceability agricultural food,it is not certain whether the consumers purchase it or not because of distinguishing from common food hardly。So spreading the knowledge of the traceability agricultural food,improving the technique of producing and marketing channels to decrease the price and unify the food label will be benefit for traceability system program in the whole society。(5)The result of analyzing the psychological element responding to the purchasing willingness,with the method of weighted average is getting three indexes,they are the healthy attentive index,the atmopheric attentive index and the cognition index of the risk of the agricultural food quality security。Based on the index analysis,the author adopts regression model to analyze the factors which influence consumers' purchasing willingness,the result shows that healthy attentive index and the cognition index of the risk of the agricultural food quality security are significant impact on purchasing willingness。On the base,the autor provides some policy and suggestion。...