An Analysis Of The Factors Affecting Consumer's Purchasing Behavior Of Organic Food

In the recent years, the continuous increase of per capita purchasing power and per capita expenditure on food among our country's urban dwellers means that the food market is on the rise. At the same time, some food safety incidents have been occurred frequently in China, which not only ruins the sound development of food industry, but also undermines our consumers'confidence. The issue of food safety is so serious that no one can afford to neglect it. Threatened by the issue of food safety, and due to its characteristics of being fresh, green and healthy, organic food market has achieved rapid development. Researching on our urban dwellers'consumption of organic food is of great theoretical and practical significance to the development of organic food market in our country.Based on all that have been mentioned, this paper first reviews some relevant theories on consumption and some relevant literature, both at home and abroad, on consumers'consumption of organic food. And then based on the relevant theories and research findings, this paper establishes the empirical analyzing framework of the factors which affect our urban dwellers'consumption of organic food. Finally, this paper analyzes the relationship between urban dwellers'behavior to buy organic food and the factors which affect their consumption by the means of some empirical studies, such as factor analysis and binary logistic regression analysis.Study shows that the issue of food safety is a matter of concern to our residents and they don't have a full understanding of organic food and they don't regard organic food as something highly reliable. But they are willing to buy organic food. Consumers'gender, marriage and income, their attitudes toward organic food, their perception of the risk of food safety and organic food market all have some bearing on their consumption of organic food.At last, based on findings and conclusion, this paper puts forward some suggestions for promoting the organic food market in our country. Some relevant regulations and rules have to be improved by government, and some criteria of organic food production and recognition have to been made in order to better regulate the market operation. In line with the relevant regulations and rules, organic food producers should improve their techniques and abilities of organic food production. Operators of organic food should double their efforts to publicize and channel-construction, and create a sound purchasing environment for consumers.