Research On The Influencing Factors Of Consumer Purchase Behavior Of Green Food In Harbin

With the focus on food safety issues, great changes have taken place in people’s food consumption awareness and behavior. People pay more attention to food safety, nutrition and health. Consumption concept is gradually changed from the "survival" to "healthy". The characteristics of the green food safety, nutrition and health are adapted to the change of people’s consumption concept, and the demand of green food is also gradually changed from the potential demand to real demand. Therefore, research on the purchase behavior of green food can be helpful for an in-depth understanding of the green food consumer behavior. According to the main influencing factors, marketing strategies are taken, and short-term and long-term development strategies can be developed by the enterprise. It will be good for enhancing the market communication, defining product positioning, and shaping the corporate image. At the same time, to some extent, it is conducive to make the relevant policies.On the basis of the theory of consumer behavior and consumer demand theory, this paper uses the literature research method, questionnaire investigation method and regression analysis method to research on the factors of green food consumer purchase behavior. And through to the domestic and foreign literatures, the factors of purchase behavior are collected. Some assumptions are put forward from three aspects of the individual factors, product factors and environmental factors. Theoretical model is formed. And based on the data from the green food consumer in Harbin, statistical software is used to analysis the data. The result shows that the way of life, purchase experience, awareness of health, income level, price, shopping convenience and reference group have significant impact on the purchase decision. And in these significant influencing factors, price, and awareness of health and income levels are the major factors affecting the purchase decision of the green food consumer. And the green food nutrition and climate environment can’t pass the significance test. Therefore, they don’t have significant influence.Based on the result, some suggestions are put forward from three aspects of enterprise, government and non-governmental organizations. From the enterprise level, the following six aspects should be done:the first is to research the technology for reducing the cost; the second is to develop the sales channel to protect the effective supply of green food; the third is to choose the reference group to stimulate the consumption of green food; the fourth is to take effective management of green food to improve the quality of green food marketing service; the fifth is to use the green resources to research and develop the green food; the sixth is to establish the corporate image, to create the good corporate culture. From the point of view of the government, the first is to strengthen the promotion of knowledge related to green food:the second is to speed up the green food marketing process of pace, to develop and improve the green laws and regulations; the third is to support the green food development of non-government organizations; the fourth is to support the green food industry by increasing the funding. From the perspective of non-governmental organizations, the first is to carry out environmental knowledge, environmental awareness publicity and education activities; the second is to strengthen the trust and cooperation of non-governmental organizations and intergovernmental mutual; the third is to strengthen the construction of the internal system of non-government organization.