The Research About Consumers’ Purchasing Functional Food Intention And Their Behavior

In2005April, in Europe" food science and technology"(Food Technology)published in the" global food trends"(1) rapid and simple (such as: semi-finishedproducts);(2) the road to eat;(3) the nature of health;(4) enjoy;(5) natural organic;(6) a rich flavor, new flavor combinations;(7) category innovation;(8) low in fat andcalories and carbohydrates;(9) consumers pay more attention to a healthy diet;(10)the world is similar to. From the10points we see not hard, the former two areassociated with convenient, which fully embodies the food product needs to adapt tothe modern consumer fast rhythm of life; and the nature of health, organic, low fat/carbohydrate calories/, consumers pay more attention to a healthy diet that the4points are closely related with health. Health has become consumers in foodconsumption in the first consideration. In order to fully meet consumer health needs,functional food emerge as the times require. Functional food in recent years, the rapiddevelopment in the global, has accounted for the whole foods market from10%to5%,and annual growth of20%to30%, far beyond the general food of2%annual growthrate of development.How to effectively understand the consumers of functional food purchasebehavior and intention, is the government and enterprises the focus problem.Therefore, in this paper, combined with China’s national conditions, through trust, fearnew degree, health consciousness and price on consumer purchase intention andbehavior to undertake study, in western the purchasing behavior of consumers on thebasis of the theory, put forward the theoretical hypothesis, and the construction ofconsumer purchase intention model. Research shows that, the model can well explainthe purchasing desire and behavior of functional food. On the supply chainparticipants and regulatory trust and consumer purchasing function food attitude ispositive correlation, fear new degree of negative correlation, consumer awareness anda positive correlation, negative correlation with the price, purchase intention purchasecompleted intermediary attitude. In addition, it also to all sorts of function in yoghurt,drinks and cookies three carrier effect, a variety of different vector reflects thefunction but also directly affect the consumer’s purchase intention and behavior.Finally through the analysis results to the enterprise and government offerred a bitproposal, for government and enterprises in the development of the related policy andproduction provide reference opinion.