Factors Of Safety Of Agricultural Products Purchase Intention And Purchase Behavior

With the development of the economy and society of China, the problem of agrifood safety is being taken seriously, and the production and consumption of safety food are being developed increasingly. Under such a background, on the basis of field work and questionnaire surveys, the paper analyzes the consumers' purchasing willingness and behavior of safety food with the corresponding models and theories and the methods of the empirical study. The paper is comprised of the following six parts:In the first part, the author mainly explains some questions, such as the background , the intention of this thesis and the content of this research and so on.In the second part, this paper summarizes the fruits of the research on the consumers' attitude, cognition and purchasing action to food safety.In the third part, based on the western consumer purchasing behavior theories, this paper analyzes the factors affecting consumers' willingness and purchasing behavior of safety food. Then the author constructs models and explains the model variables by taking consumers' hazard cognition, hazard consciousness, others' opinions and purchasing atmosphere as the factors.In the fourth part, the author utilizes the investigation data to make descriptive analysis to consmers' cognition of safety food, hazard cognition,hazard consciousness, purchasing willingness, behavior and so on. The result show that the surveyed people of 83.8% are willing to pay for safety food when the places to buy are same but the safety food's price is higher than the conventional food;and when the prices are same but the place to buy safty food is farther than the conventional food, the ration is 71.2%. And the statistical result of consumers' purchasing behavior show that the surveyed people of 28.8% often buy safety food.In the fifth part, the result of analyzing the variables responding to hazard consciousness with the mehods of factors analysis is getting three common factors, they are hazard consciousness of health caring type, hazard consciousness of reaction type and hazard consciusness of medical prevention type. Based on the factor analysis, the author adopts binary logistic regression model to analyze the factors which influence consumer' purchasing willingness under two situations and behavior of safety food. The result show that hazard cognition, hazard consciousness of reaction type, hazard consciousness of medical prevention type and purchasing atmosphere are main factors affecting consumers' willingness when the places to buy are same but the safety food' price is higher than the conventional food;hazard cognition, hazard consciousness of reaction type, hazard consciousness of health caring type and other' opinions are main factors affecting consumers' purchasing willingness when the prices are same but the place to buy safety food is farther than the conventional food.And the key factors influencing purchasing behavior of safety food are: purchasing atmosphere, hazard cognition, hazard consciousness of reaction type, hazard cognition, hazard consciousness of health caring type, others' opinions and age.In the sixth part, this paper summarizes the research-conclusion, and proposes that what should be done is that corporations should expand sales channels of safety food, pay attention to the effect of purchasing atmosphere and hazard consciousness of reaction type, and bring up the consumers' hazard consciousness.