The Studyof Factors Influencing Consumers' Behavior Of Renewal In The CSA Mode

The most basic model of Community Supported Agriculture(CSA)is that on the premise of mutual trust,consumers and farmers sign the contract in advance,the farmers will provide the most secure,fresh,organic food for the consumers.Consumers provide financial support for farmers,share the risk of low harvest and the harvest returns,actively participate in the physical labor and distribution of work.CSA advocate low carbon agriculture,reduce dependence on oil resources,through organic farming,reducing the use of large-scale machinery,in this way,not only the soil fertility can be maintained in the long time,but also the pollution of the environment can be reduced.China's CSA develops rapidly,by 2014,the domestic CSA project has reached more than 300,some problems are gradually exposed,with the actively support for CSA from the local governments and universities.In 2013,due to the rising of the planting costs as well as the reduced of the members,many small farms in Shanghai,which set the CSA as the main mode of operation,went bankrupt.So,based on the perspective of theory,this paper analyses the development of CSA model firstly,followed by analysis of vegetable planting,additional shares,distribution and consumer related choice to study the factors influencing consumers contract behavior,and with the statistic in the western and China's CSA consumers' reasons that not to renew,this paper get the influencing factors of consumer contract behavior in CSA mode.At last,through empirical analysis of the factors impacting consumers' renewal behavior,this paper get the significant factors that affect consumer contract behavior.Based on the theories of the sustainable development of agricultural,hierarchy of needs,consumer utility maximization,this paper study on the factors influencing the consumers'behavior of renewal in the CSA mode through descriptive analysis,case analysis,the Logit two regression methods,find that:In the CSA mode,vegetable planting,additional shares,distribution,organic certification and loss have effect on vegetable varieties,safety,freshness,taste,meat varieties and quality,stable supply of meat,the punctuality of distribution,the prices of agricultural products,affecting the behavior of consumer contract.Combined with the statistical analysis of the Western and China' consumers' reasons that not to renew,this paper obtains three kinds of factors as family factors product factors and the effects of other underlying factors that influence the CSA consumers whether to contract.Family factors include age,educational level,income level and whether to have children.Product factors include safety,vegetables taste,freshness,price,packing,variety,distribution services(timeliness),meat varieties and convenience etc.Other underlying factors are some that indirectly bring experience values as to make like-minded friends to strengthen a sense of community,close to nature,Protect environment,support local agriculture.The Logit empirical analysis indicates that the family income,educational level,vegetable varieties,safety and taste are significant factors that affect CSA consumers'renewal intention,but the influence factors,such as age,price,packaging,delivery service,Protect environment,support local agriculture and whether to have children are not significant.