A Study On Consumers' Demand Of Organic Food In Yulin City Of Shaanxi Province

Food safety has become one of the most fo cus on the hot topic of social public. F ood safety incidents, m ake the residents’ confidence in the dom estic food hard-hit. Rising consumption ability, also make consumers more and more high to the requirem ent of food quality. Organic food as the certification of safety, quality the best food, its productio n and processing process does not use pesticides, fertilizers and animal and plant growth hormone, artificial additives, chemical pigment and pre servatives harmful chemical substances to human body, such as condition of produci ng area conditio ns, production and processin g technology and the dem and is higher, also in the implementation of a set of ef fective management system and methods. Modern food enterp rise competition is the co mpetition between supply chains. Consum er demand as a supply chain terminal, its will directly or indirectly affect the operation of each link of supply chain. Starting from the consum er demand, research and analysis the factors that influence purchase intention for organic food business and production guidance and reference significance.Based on the consum er purchase intention of organic food and its influencing factors as the breakthrough point, the integrated use of consum er demand theory, consumer behavior theory, supply and demand market theory, through the literature review, combined with the dom estic organic food developm ent, establish a theoretic al framework for the factors affecting purchase intention of organic food, using reliability validity analysis, factor analysis and binary Logistic regression m odel, with stratified random sam pling to obtain and ten counties in yulin city, a total of 31 1 sample data as the foundation, systematically studies the factors in fluencing consumers’ purchase in tention of or ganic food each dimension, the em pirical analysis results show that the average m onthly family income, cognition and attitude, health aw areness, product attribute, th e purchase of channels and propaganda, six variables have significant im pact on public opini on factors, including family monthly income and product attrib ute factors influence is m ost obvious. Environmental protection consciousness, sex, age, culture level, work status, is wh ether in the home children six variables empirical results conflict with hypothesis, the effect was not significant. Yulin city of descri ptive statistics analysis results also showed that 62.1% of consumers purchase intention of or ganic food, 37.9% of consum ers have no purchase intention of organic food. And consumers know about organic food degree and trust degree is low, shows the lower level of the consumer’s perception of organic food.In this paper, according to the result of empirical analysis, combined with the feature of organic food products, and the characteristics of the domestic organic food market, from the perspective of m ulti-agent put fo rward the Suggestions and counterm easures of the management of organic food and production:(1) the or ganic food production, processing and marketing enterprises in the process of production shall adhere to the good faith management, strict quality m anagement; Promoting the transform ation of science and technology, improve production ef ficiency; Broaden the sales channels, transfer pricing strategy; Focus on reputation, es tablish brand awareness;(2) the production of peasant household should be based on new for mats, the principal position of ascension; Strict quality control, and promote the reasonable operation.(3) the government should strengthen the financial support in the or ganic food market, boosting techno logy transformation; Strengthen government regulation, maintaining the market order; Pushing the propaganda guidance, enhance market awareness.