| With the increasingly income level of the China’s consumers, the consumption structure of our country’s consumer especially the urban consumer is undergoing profound changes, which is main showed in gradually decline of the proportion of basic living consumption, and fast ascending of the developmental consumption ratio. The idea that "eat nutrition, eat security" began to thorough popular feeling, with the background of that they awareness and care more about their own health. This change reflected in daily behavior performance is that the reinforced in the selectivity of vegetables by consumers; the nutrition and possible pollution problems that vegetable may contain have been more valued by consumers; thus consumption demand of vegetable developed towards a higher level, Organic vegetables emerge as the times require in such a background. Organic vegetables’farming hews to the principle that it should be done with suit land, timing, and substance. In the whole process of production, strictly prohibited the use of any synthetic chemical fertilizers, pesticides, and hormones; the whole course is control and exam by the certification authority that stand as the independent third party. This, at the same time, has important significance to solve the present problems of our country’s food safety and agricultural ecological. But because of the lake understanding of domestic consumers for organic vegetables and the third party certification system, they give little trust to the organic vegetables; what’s more, organic vegetables follow organic agricultural method of production and processing, it has longer production cycle, less output, and higher price, so that it has more viewer rather than buyer, which is not a perfect performance in the market. In this context, the analysis of organic vegetables on consumer purchase intention and marketing strategy research obviously is very necessary.This paper obtains research data by questionnaires. There are three steps to design questionnaires. First, after reading a lot of reference materials, we get9variables, which may have impacts on consumers’intention on purchasing organic vegetables. After merged several similar variables, we design an unofficial questionnaire. Secondly, we do some unofficial interview using the unofficial questionnaires. According suggestions from some specialist, we change some of these variables and items and finally design an official questionnaire. Thirdly,350questionnaires are distributed,315are suitable for data analysis, resulting in a valid response rate of90percent,284copies are effective questionnaires. The data collected by questionnaire is then analyzed by SPSS16.0, which tested the assumptions and the model. According to the results we modified the model. Based on these analysis and tests, we get some conclusions. First, health awareness, awareness of food safety, sense of trust, environmental concerns, family income, perceptual quality, these6variables have a significantly impact on consumers’tentative intention on purchasing. Secondly, sense of trust, convenience, health awareness, price, awareness of food safety, perceptual quality, knowledge, these7variables have a significantly impact on consumers’daily intention on purchasing. Based on these conclusions, this paper gives some suggestions to production enterprises of organic vegetables and relevant government departments. Firstly, strengthen the propaganda, improve the awareness of organic vegetables; Secondly, reduce the cost; Thirdly, expanding selling channels, improve convenience; Fourthly, improve perceptual quality, to win consumers; Fifthly, build core brand of organic vegetables; Sixthly, consummate organic vegetable market supervision, improve consumer trust; Finally, strengthening the government guidance and support, booster organic vegetables industry development;... |
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