Consumers’ Lifestyle And Green Food Labeling Cognitive To Influence Green Purchasing

In recent years, green marketing is a very important research subject in marketing field, especially as China’s food crisis appears frequently, green food has become the trust food in china. However, the green food enterprise really understands China’s green food buyers what features that influence green purchasing behavior? This thesis get dalian’s purchased green food buyers as target for investigation, mainly form green lifestyle characteristics of impulse buy, opinion leaders, product interest, brand loyalty, price sensitive five aspects and green food labeling cognitive six angle, study and investigate these factors between green purchase behavior’s influence.This thesis is study mainly by empirical analysis method, and investigate purchased green food buyers in Dalian. Firstly, we get the basic information of the sample in descriptive analysis, and then we get the data in factor analysis (including validity inspection and reliability test),to determine whether the data of this thesis is suit to do the factor analysis and whether the data of this thesis is stability. Through the correlation analysis we determine whether dependent and independent variables has a tight correlation, and through the regression analysis we determine whether dependent and independent variables has an impact correlation and signification.This thesis analysis the consumer lifestyle characteristics of the impulse buy, opinion leaders, product interest, brand loyalty, price sensitive and green food labeling to affect the green purchase behavior. The result is:(1) the opinion leaders variables and the brand loyalty variables have no significant correlation to green purchasing variables, so refuse these two hypothesis.(2) However, impulse buy variables、product interest variables、price sensitive variables and the green food labeling cognitive variables has the significant correlation to green purchasing variables, the impulse buy variables and the green purchasing variables have the negative significant correlation at level of0.05;the product interest variables and the green purchasing variables have the positive significant correlation at level of0.05; the price sensitive variables and the green purchasing variables have the positive significant correlation at level of0.01;the green food labeling cognitive variables have the positive significant correlation at level of0.01.Through this thesis studies, the results showed that the green food buyers impulse purchase behavior, product interest behavior, sensitive to price behavior and green food labeling cognitive behavior affect the green purchasing behavior. So the green food enterprise needs form these few angles to design green food, and I hope I can help Chinese green food enterprise provide useful information about green food buyers characteristics, and to provide management advice about marketing strategy and advertising strategy.As the same time this thesis also can compensate the empirical analysis theory of the green consumer behavior, and to provide the theory information about the green attitudes into green behavior.To sum up, this thesis content as follows:The first part introduces the background, to put forward and representation the problem of this thesis, the theory meaning and practical value, the innovation points of this thesis and the research train of thought and method;The second part mainly analysis and integrate the foreign literature, and analyses green buyers characteristics, green identification cognitive and green purchasing behavior related research, for the whole thesis provides a good theoretical basis;The third part mainly construct the green buyers characteristics, green identification cognitive and green purchasing behavior to the thesis model, and put forward the research hypothesis concerning these three aspects;The fourth part mainly analysis the data of this thesis, including the scale design, descriptive analysis, factor analysis (including validity test and reliability test), correlation analysis and regression analysis;The fifth part is the thesis conclusion and management Suggestions, including the thesis the hypothesis validation analysis and management suggestion, finally puts forward to this thesis limitations and after research directions.