The Cognitive And Purchase Intention Of Consumers Of Green Agricultural Products In Shang Hai As An Example

Along with the rapid development of national economy and the people's living standards improved greatly, People's consumption habits change gradually, demand for agricultural production quantity demand into quality requirements. But the current food quality safety problems occurred frequently, from San Lu milk powder to poisonous dumplings, poison leek of events such as exposure, food quality safety problems of becoming a world focus. Green agricultural products is representative of the food quality safety and improve solve environmental protection ability optimal choice. The development of green agricultural products is the common aspiration of all countries in the world, is China's sustainable development content, is an important part of China to enhance the quality and safety of agricultural products, to enhance the international competitiveness of agricultural products in China inevitably choice. The final consumption of green agricultural products is consumer, the behavior and purchase intention of consumers are the important factors to decide whether the green agricultural products develop healthy and rapidly. Therefore, this article takes Shanghai as an example to analyze green agricultural products of cognitive level and purchase intention of consumer.Green agricultural products have many characteristics which are different from ordinary produces. To the urban consumers, what the cognitive and consumption habits of green agricultural products is? In their daily life in the purchase of green agricultural products will have how old, what the factors affecting consumers' cognitive level and willingness to pay are. In these influence factors, which are the key factors to affect the cognitive and purchasing behavior of consumers. This article take "rice and eggs" as the research object, by questionnaire and supermarket databases of green agricultural products to get Shanghai consumer consumption status and the factors that influence consumers' cognitive level, the main factors of purchase intention and the data were statistically analyzed.This research mainly adopts clustering analysis and statistics to analyze the bar chart of Shanghai consumer consumption condition of green agricultural products, consumption habits and influence factors of consumers' behavior. Research results show that the prospect of green agricultural products, most consumers are recognized green agricultural products, and express oneself in daily life have buy green agricultural products of experiences. Through the effect of the customers' purchasing behavior of factor analysis, the price of green rice and eggs a are the main factor affect consumers' purchasing behavior. Secondly, the study found that consumers of green agricultural products of awareness of green agricultural products is higher, but whether can reduce food quality safety problems still exist many doubts.