Research On Consumers’ Willingness To Pay Premium For Green Agricultural Products Based On The Perspective Of Perceived Value

The rapid development of industry and agriculture in China has promoted the improvement of people’s living standard, on the other hand, it also resulted in the accumulation of pesticide residues and industrial pollutants in agricultural products, affecting people’s health and quality of life. In these two opposite changes, consumers’ health awareness is increasingly strengthened.High quality, healthy, pollution-free green agricultural products are favored by more and more consumers. In recent years, with the rapid development of Chinese green agricultural products industry, market competition has become increasingly fierce. At the same time,because of the lack of competitiveness in the international market, the export volume growth green of agricultural products is lagging behind, even negative growth, making the domestic market competition becoming more and more intense. How to develop green agricultural products market, improve the management environment of green food enterprises, and promote the further development of green agricultural products industry, have become the focus of attention of the government and the community. Due to restrictions on production cost, the price of green agricultural products is often higher than most consumers pay levels. Improving consumers’ willingness to Pay Premium is the key to expand the market scale of green agricultural products in China.Therefore, the research on consumers’ willingness to pay premium for green agricultural products based on the perspective of perceived value was chosen in this thesis.By summarizing the theory of perceived value and the research on payment premium, determine the research variables and the model. According to a survey of 237 consumers’ willingness to pay premium for green tomatoes in Xi’an city, analysis the impact of different dimensions of perceived value to premium payment.The results shows that consumers in Xi’an City will Pay 5.21 yuan for 500 g green tomatoes,Which is much lower than the actual price.Functional value and ecological value have a positive impact on the payment premium and the impact of the functional value is more significant, while the perceived cost has a negative impact on payment premium. To strengthen the popularization of green food knowledge can increase the consumers’ willingness to pay premium for green agricultural products. On the basis of the results, this paper puts forward four suggestions: first, strengthen channel construction and strict the inspection and supervision to green agricultural products,to reduce consumer purchase cost;second, strengthen consumers" perception to functional value to green agricultural products;third, strengthen publicity of the function of green agricultural products to environmental protection to establish a concept of green consumption; fourth, strengthen propaganda and popularization of the knowledge of green agricultural products to improve the level of consumers awareness.