Consumer Purchase Behavior To Pay For Fresh Vegetable Of Supermarket In Changchun

The consumer behavior theory is the foundation of this paper. First,this part starts form the research of Consumer Demand and Motivation Theory,Consumer Buying Behavior Theory and Cognition and Behavior Theory.Then it explains the course of the supermarket in high quality vegetable supply chain in terms of logistics, environmental sanitary management,problem vegetable back and auxiliary management. Finally, it descrips the consumer buying behavior, and the model of vegetable consumers buying behavior in the supermarket,and it summaries the basic situation of vegetable consumers in the supermarket on the basis of previous surveys.Study shows that:the role of supermarkets is mainly reflected in the promotion for slaughter and processing enterprises and farms and the guide for customer;Supermarket operator characteristics indicate that the supermarket is a good place for vegetable sales, and supermarkets involved in quality vegetable supply chain, in addition to the impact of vegetable production and circulation.The analysis of vegetable consumers’awareness of quality safety and their willingness and behavior to buy vegetable in supermarkets is the foundation of this paper. Vegetable consumers’awareness of quality safety, their willingness to buy vegetable in supermarkets as well as their behavior are analyzed in this paper, based on a questionnaire survey of 240 consumers in Changchun. The following findings respondents in general are concerned about food safety issue, but they lack basic knowledge of vegetable quality safety; respondents approve the quality safety status of vegetable in supermarkets, and they are willing to buy supermarket vegetable of guaranteed quality with price not higher than 130% of that of vegetable sold in farm fairs; respondents choose supermarkets and vegetable sold in supermarkets mainly based on social reputation, quality and price, but the price elasticity of the amount of vegetable purchased is high, while the quality elasticity of the amount of vegetable purchased is low. Thus propaganda and education are necessary to further improve vegetable consumers’awareness of quality safety and their vegetable purchase behavior in supermarkets.