Research On The Influencing Factors Of Consumers' Willingness To Purchase Green Agricultural Products

With the gradual improvement of people's income and consumption levels,and healthy consumption concept of enhanced consumer spending on agricultural products has shifted from the traditional number of blind pursuit of quality and quantity point of the double pursuit,from the traditional "fed" into Today's "eat well","eat healthy","eat nutritious",consumer attitudes are also from quantity to quality and type,nutritional aspects of transition.On the other hand,economic growth is caused by the destruction of resources and the environment,more and more serious global environmental problem,farm and the natural environment a series of safety accidents are deteriorating encourage consumers looking for quality,health,green agricultural products.In 2014 and 2015 for two consecutive years,the central document has clearly pointed out the need to strengthen the agricultural product quality and food safety supervision,improve the quality of agricultural products and food safety,so as to promote health,nutrition,quality as an important starting point for green food more and more enterprises and consumers.Green agricultural products get more and more attention,the research of green agricultural products consumer behavior,has always been the concern of many scholars,influence factors of domestic and foreign scholars around the green agricultural products purchase intention are analyzed and discussed in detail.Mainly focus on gender,education level,age,race,family size,area population characteristics such as different indicators and the level of consumer awareness,market information index,business index,industry index,health and safety indicators of green agricultural products purchase intention.And this article,From the product attributes of green agricultural products,product knowledge,shopping atmosphere,price sensitivity,consumer awareness of green these factors and explore the impact of the green agricultural product consumer purchase intention,and the introduction of the theory of consumer attitudes,to explore the influencing factors in the interaction between the purchase intention relationship with consumers.This paper mainly studies the problems such as:one is the green agricultural product attributes,green shopping atmosphere,price sensitivity,product knowledge,consumer awareness of green is how to influence the attitude of consumers of green agricultural products?Two is the attitude of consumers for green agricultural products is how to affect their willingness to buy green agricultural products?Three is the purchase of channels in the green agricultural product attributes,green shopping atmosphere,price sensitivity,product knowledge,consumer green awareness and consumer attitudes on green agricultural products play a role?To answer these questions in this article is based on the theory of consumer attitudes,build the framework of this study the model and make assumptions.The main research method used in this paper is the literature search method and questionnaire,Green Produce consumer survey and collect data through a questionnaire.Finally SPSS 19 software for data collected test analysis,hypotheses,In this paper,draw conclusions.The main conclusions of this article are:(1)Green agricultural products property positive influence consumers to buy green agricultural attitude that green agricultural property itself has the better,consumers buy more positive attitude green agricultural products;green shopping ambience will positively affect consumers buy green agricultural attitude that green shopping atmosphere better,consumers buy green agricultural products will be more positive attitude;the price sensitivity of consumers to buy green agricultural attitudes were not significant;product knowledge positive influence consumers to buy green attitude of agricultural products,that consumers have a richer green agricultural product knowledge,the more positive attitude of its purchase of green agricultural products;presence awareness to influence consumers to buy green attitude positive impact that consumers have more green awareness,its purchase of green agricultural products will be more positive attitude.(2)Consumer attitudes toward green agricultural positive influence consumer willingness to buy,that is,when a green agricultural consumers more positive attitude,their willingness to buy green agricultural higher;on the contrary,when he was green agricultural products the more negative attitude,the lower their purchase intention for green agricultural products.(3)The purchase funnel green agricultural products property,green shopping atmosphere,price sensitivity,product knowledge,consumers and consumer awareness of green between green agricultural attitudes on the part of the regulation.Finally,according to the empirical results,we put the following three advices:first,to improve the level of production and technology to ensure the quality of agricultural products.Second,to strengthen green agricultural advertising,raise the level of consumer awareness and trust of the green agricultural products.Third,set up the green consciousness,carry on the green production.