Consumers’ Willingness To Accept Rapeseed Oil And Their Determinants

With the rapid development of national economy, China’s edible vegetable oil consumption appeared obvious growth. Along with the rapid growth of edible vegeta-ble oil consumption, the structure of oil consumption also changes. As the market sha-re of consumption by33.7%in2000dropped to18.9%in2010, Rapeseed oil consu-mption proportion of our country vegetable oil have been reducing. Our country mai-nly rapeseed oil consumption area concentrated the Yangtze river basin and northwest parts of southwest China, the traditional rapeseed oil consumption areas most are the main planted-area. Recently, the number of soybean oil production and entrance in-creased. A large number of low-cost soybean oil constantly impacts rapeseed oil ma-rket, so rapeseed oil consumption dropped significantly, especially in the Yangtze riv-er downstream area of jiangsu, Shanghai and zhejiang. Whether the trend that rapes-eed oil is replaced by other edible vegetable oil will continue affects supply situation of the oil production. but our country vegetable oil related statistical data can’t clearly react the difference in different areas. In order to explore the rapeseed oil consumpti-on trend in our country, the most important thing is to investigate the residents’ will-ingness to buy rapeseed oil. The inhabitants of the Yangtze river basin mainly regard rapeseed oil as the main cooking oil, this paper choose nanjing area to investigate ur-ban residents’ purchase intention of rapeseed oil.The purpose of this paper mean to recognize all situation of the consumption will on the rapeseed oil. And then, logistic model will be used to analyze the impact facto-rs of the consumption will.The results show that the structure proportion of edible vegetable oil is changing,and the proportion of family which food on soybean oil is sharply decreased. consumers have a strong desire to purchase rapeseed oil, and57%of the investigators are willing to buy rapeseed oil. There are some impact facts, such as family’ food preference, if there is less than14years old of children, nutritional value, family decision situation, sex, and rapeseed oil price.According to the research results, the author put forward some suggestions in materials production、processing and marketing. The government should Raise the farmer’s production enthusiasm, and make full use of idle land and deserted land, and Improve the yield and quality of rape.The factory should strengthen the rapeseed processing technology innovation, encourage rapeseed processing enterprises through the joint, merger and reorganization and other forms, promote resource integration, encourage rapeseed processing enterprises to extend industrialization chain, imple-mentation prod diversification strategy; From the enterprise marketing point of view, to strengthen the rapeseed oil marketing, to complete high-quality goods brand deve-lopment strategy, foster rapeseed oil national brand, Strengthen the propaganda work of healthy cooking oil.