An Empirical Study Of Green Food Management And Consumer Behavior

With the science and technology improving, the social products are richer and richer day by day. After solving the problems of food and clothing, human beings put forward much higher requirements about food quality. The spring of the development of green food industry has come, owing to the safe, high quality and environmental-friendly green food becoming the first choice to human beings.Although the rapid development of the green food industry has promoted the development of green food management system, many problems also exist. For example, Chinese green food management system pays attention to the management of certification green product but ignores the supervision of green products production, which leads to that some enterprises who have acquired certification of green product can not produce qualified products. Besides, Chinese green food management system just focuses on certification of green product, but is lack of service consciousness and publicity of the concept about green food. And people also do not have enough abilities to cognize green food. Therefore, green food management system needs to be further improved.Consumers’behaviors acting as the terminal of green food consumption restrict green food industry rapid development. In this paper, factors of influence on consuming green food have been found out by empirical research. Questionnaires made by92informants in Fuzhou demonstrate Fuzhou peoples’awareness to green food、 green eggs and organic eggs purchased situations, and the influence factors have been analyzed by econometric model. Research results demonstrate that major variables of the remarkable influence on awareness to green food are consumers’sex, children and oldmen in their family; Research results demonstrate that major variables of the remarkable influence on awareness to green eggs are consumers’sex, age, the level of education, children in their family; Research results demonstrate that major variables of the remarkable influence on awareness to green food are consumers’sex, the level of incomes, children in their family.while major variables of the remarkable influence on buying organic eggs are the levels of income, awareness to green food and frequency of purchasing eggs. According to the results analysis, author further puts forward some suggestions, including enhancing broadcasting the knowledge of green consumption and popularizing awareness to green consumption, making consumers trusting on green food, reforming management system, keeping enhancing supervision, ensuring quality and reducing the cost of production.