Investigation On Green Food Consumption In Harbin

The ancients said, Food is the paramount necessity of the people; the moderns say green food is the crucial necessity. With the improvement of living standards in today’s society, more and more people pay attention to food safety issues, such as the nutrition, safety, quality, and no pollution green accordingly become the first choice of consumers. Harbin, as one of the earliest cities in China which developed Green Food, experienced 20 years of development along with their relatively favorable natural conditions, and now it has already obtained outstanding achievements. However, the consumers’ shopping desire of green food is far behind the expected effect.The link of products and marketing is not effective; the main body of mature consumer has not yet formed; the range of the consumer groups is not wide enough; the purchase of the consumers’ is not so much. These make green food market to the situation of oversupply, which has an impact on the market competitiveness and restrict the shopping behavior of the consumers. Harbin is the main base for developing green food in our country, so it plays an important practical significance to solve problems of green food in Harbin and to promote the further development of green food industry in both the province and the whole nation.This paper is based on empirical investigation questionnaire of the consumption on green food in Harbin, and try to analyze the consumption on green food, aiming to promote the rapid growth of Harbin green food consumer market, to drive the development of green food industry, to improve the growth of city economy booming by the analysis of the facts that affect the consumption of green food, in order to further enhance the income of farmers, to accelerate the pace of agricultural modernization of Harbin. This paper analyzes the 808 valid questionnaires, investigates the consumption of green food through the random questionnaires, and provides a relatively efficient data sources for the research of the consumption of green food. After the analysis and statistics of the sample characteristics and the green food purchases and the analysis of the factors that influence the green food purchases (such as "demographic variables", "preference of green food", "the strategy of green food market", and "the understanding of the green food"), we’ll select the variables to study. By using the maximum likelihood method based on Logistic regression and least squares regression model to construct three regression models, and statistical analyze the three regression models to get the extent of the impact of factors related to green food consumption and analyze the prominent impact of green food consumption, so as to examine these issues that provide a basis for the discovery to make reasonable countermeasures.Finally, I’ll propose to increase the government supervision, improve the legal protection system, streng then the access management and green label management.Intensify the propaganda, activate the consumption subject and develop the scientific and rational consumption concept; Increase the support for the development of green food industry; Increase the corporate capital investment, technology and services support; consolidate the market environment of the green food consumption; give the green food enterprise concrete implementation suggestion, such as more financial subsidies, government support and so on. With these proposals, we believe that we can solve the problem of green food consumption in Harbin practically and effectively. What’s more important is to activate the purchase and promote the comprehensive and vigorous development of economic of Harbin.