Research On Purchase The Intention Of Organic Agricultural Products In Xinyang

With food safety events occur frequently in recent years,people increasing ly focus on agricultural products quality and safety.Organic agricultural produc ts have its own characteristics such as no pollution,healthy,safe and high qua lity,which meet people's consumption demand.So people can buy and eat agri cultural products securely.Xinyang city,located in the most southern of Henan province,is a city of agriculture.Xinyang is very dominant in natural conditions.It has mild clim ate,the abundant sunlight and rich in water resource,all of which is good to develop agriculture.Xinyang is called central granary,also is the core of the n ational food base region,and the unique natural environment provides natural p rotection for the organic agriculture development.The development of organic agriculture of Xinyang is slow and the production is not much,mainly plantin g class.As food safety incidents occurred frequently and consumer's safety con sciousness improved,people pay special attention to the quality and safety of f ood,especially to agricultural products.Organic agricultural products is most sa fe,so is very popular among consumers now.Consumers of Xinyang are awar e of the benefits of organic agricultural products gradually,but due to many di fferent factors,the consumption situation is not optimistic.This paper reviews the domestic and foreign literature and the related theor y of consumer behavior,and then establishes the theoretical framework.Second ly build a questionnaire about the purchases of organic produce.The questionn aire get consumer information from intention model and obtain the best data fr om 5 rating scale method.Questionnaire are related to consumers' personal cha racteristics,cognition and purchase intention to investigate the purchase intentio n of Xinyang consumers and consumption of organic agricultural products.The n use SPSS19.0 software to analyze the data obtained through questionnaires.I t is the empirical research on consumer purchase intention combined with the t heory of consumer behavior.Studies have shown that the purchasing of agricultural products of Xinyang customers is not ideal.Most consumers have low cognitive level and less atten tion,and even a small number of people question the safety of it.Through the analysis of the consumers' personal characteristics,family characteristics and the factors of cognitive degree,we learned that these factors have effect on consu mer purchase intention,which cause the low purchase of Xinyang consumers.Finally,the article puts forward suggestion about how to promote the developm ent of Xinyang organic agriculture and the reasonable cognition: to strengtheng overnment support and establish a strict food management system,to populariz e the organic agricultural products vigorously,promote people's cognitive levela nd improve the consumption demand;the government gives the producers ands ellers of organic agricultural more support.