Research On Consumers’ Purchase Intention Of Organic Agricultural Products And Influencing Factors

Since the implementation of reform and opening up policy, with the continuousdevelopment of economy, people’s living standard has been greatly improved. At thesame time agriculture was quickly developed in China, and agricultural productionincreased significantly. The spending habits of consumers gradually shifted from thepursuit of agricultural product quantity to the pursuit of agriculture nutrition andhealth, and the food security has become one of the most talked about people’slivelihood issues. In recent years, many incidents of food quality and safety haveraised concerns about food safety. Organic agricultural products as the most advancedproduct of the food safety show a unique advantage in response to a series of foodsafety issues,so that consumers can be safe to eat.Consumers are the finalconsumption of organic agricultural products, consumers’ behavior characteristic andpurchase intention determines the organic produce industry can be healthy and rapiddevelopment. So the research of consumers’ purchase intention of organic agriculturalproducts has great significance to promote the development of organic agriculturalproducts industry in China.This article first reviews the domestic and international relevant food safety,organic agricultural products, and consumer behavior literature, and then defines thefood safety, organic agricultural products and other related concepts. Based oncognitive theory, consumer demand theory, consumer purchase behavior theory andthe theory of supply and demand for organic agricultural products as the theoreticalfoundation, and then establishes the consumers’ purchase intention of organicagricultural products influence factors of the empirical analysis framework. By way ofquestionnaire investigation to collect the part of Qingdao consumers’ data, using SPSSsoftware do descriptive statistical analysis, factor analysis and Logistic regressionanalysis to analyze these data. Research results show that the majority of Qingdao consumer attention to theproblems of food safety problems and healthy environmental protection degree ishigher, but the degree of their knowledge, trust and evaluation of organic agriculturalproducts are not high. Most consumers are willing to buy organic produce, but mostconsumers can accept the premium to the organic agricultural products than ordinaryproducts in low degree. In addition, through the analysis we know that consumers’attitudes, price concern, consumers’ family characteristics, health and environmentalfactors have significant effects on consumers’ willingness to buy organic products,which attitude factors and family factors have the most significant effects.Finally, this paper also put forward some rationalization proposals to the organicagricultural products industry development of our country. The government andrelevant departments should strengthen the supervision and regulation of organicagricultural products market and increase publicity of organic agricultural products.The government should also support for organic agriculture on funding andtechnology, and create a good environment for market development of organicagricultural products. Farmers should strengthen organization construction, andenlarge the scale of production of organic agricultural products, they also shouldstrengthen agricultural products quality and safety control in the production process.Enterprises should improve their management level, and take effective pricingstrategy. They should also expand the marketing channel organic agricultural products,and enhance brand awareness promotion. Consumers should set up a correctconsumption concept, and thy should also improve their awareness of food safety andpower protection.