Research About Effects Of Social Influence On The Consumer’s Green Food Purchase Behavior

In recent years, a series of food safety accidents, whether it is famous in the world, large multinational companies( Coca-Cola, KFC, etc.), or like the NongFU Spring, Shuanghui, Milk Deluxe and other well-known domestic enterprises have appeared different degree of harmful to consumers’ food safety. Consumers among them, all the time facing the food safety for themselves from the body and property to bring psychological risks. As a result, people are willing to pay a higher price than ordinary food to get and buy safer, healthier food, represented by green food of high quality agricultural products began to enter into the public eye. Based on this, the academic circles reached a climax on the green food purchase behavior research.Based on the above background, based on the social influence theory, anchor and adjustment theory, and theory of planned behavior as the foundation, through the literature review, green food purchase behavior theory model is constructed containing food safety risk perception, the number of reference group green food purchase behavior, reference group health assessment and the green food purchase behavior, And design the questionnaire, empirical analysis the research hypothesis, we conclude the conclusions as follows:(1) Consumers’ food safety risk perceptions have positive influence on green food purchase behavior. Frequent food safety accidents, increase the consumer in the process of food purchase perceived uncertainty and risk, leading to consumer is starting to take active or looking for a possibility to reduce this risk behavior, such as buying more safe and healthy food. The higher food safety risk consumer perceived, the more likely it is for green food purchasing behavior; On the other hand, the demand for green food is weaker.(2) Three-way interaction between food safety perception, green food purchase behavior of reference group, and health assessment of reference group predicting green food purchase behavior. When consumer making purchase decisions, often under the influence of social environment, the conformity and even makes consumers according to the behavior of the crowd around to adjust their behavior. But the consumer decision-making process is also a process to realize self-satisfaction. So, consumer is in reference to other consumers’ decisions, can also according to whether other consumers to adjust their own desired reference group. While the control group according to the individual ownership or not can be divided into the group of desire and avoidance. People started to take various way to healthy people, make oneself can become a member of the healthy group. At this time of the adjustment of the decision will be affected by the reference to "anchor" the regulation of health. Specifically, when consumers generally high on reference group health evaluation, reference group green food purchasing behavior will positively regulate food safety risk awareness of green food purchase behavior; When consumers are generally lower on reference group health evaluation, reference group green food purchase behavior will be negative to the regulation of food safety risk awareness of green food purchase behavior. The research not only theoretically explains the mechanism of action of green food purchase, to provide new cut angle for the research of green food purchase, can also in the practical level of green food marketing strategy of the enterprise in order to provide the beneficial reference, to promote the benign development of green food industry in China.