Research On Consumers' Purchasing Intention And Promotion Countermeasures Of Traceability Agricultural Products

With the national income increased and the demand levels gradually upgraded, agricultural products market information asymmetry caused a series of agro-product quality and safety problems, resulting in consumer's trust to the government and enterprises decreased. Therefore,analysising the optimization of agricultural products quality and safety traceability management countermeasures from the demand perspective's not only beneficial to improve the quality of agricultural products and residents'life, but also conducive to strengthen our country consumers'trust to the government and business.This study is based on John Maynard Keynes consumption theory, Maslow's hierarchy of needs theory, asymmetric information theory, theory of planned behavior theory.318 valid questionnaires were collected through conducting consumer surveys of Changsha City, Hunan Province.According to the survey results, from samples of personal and family characteristics as well as consumers'overall evaluation,cognitive and trust of the safety and quality of agricultural products,the demand for information, and other data analysis shows that:there is information asymmetry in the agricultural products market,consumers have low awareness of traceability agricultural products, low trust in food quality and safety supervision; with the increase in the levels of consumers'demand, consumers'demand for various types of information of agricultural products is in a high degree. At the same time, the traceability management for quality and safety of agricultural products still exist some problems:market system and legal system are not perfect;dependent on the government, slow development;the lack of publicity,market awareness is weak;ignoring consumer demand, consumers' low trust such problems.Then,based on the theory of planned behavior,this study uses structural equation modeling to analyze the consumers'purchase intention of traceability agricultural products,and excavate potential affects that affecting consumer whether to purchase the traceability agricultural products.The results of the model show:the consumer who has strong environmental protection philosophy,and believes the production of tracesbility agricultural products can not only improve the quality of agricultural products but also ipromote enterprises'safety production often tend to have a stronger willingness to purchase traceability agricultural products.The following measures have been proposed to optimize the quality and safety traceability management of agricultural products and promote the consumption behavior according to the empirical research:Strengthen the function of government regulation and policy guidance,strengthen the control of the supply chain and improving agricultural products traceability system to construct agricultural products traceability management system from demand perspective;improving the channels of information dissemination,highlighting the concept of environmental protection, strengthen the concept of traceability to enhance the consumers'ethical purchase intention;providing the project under the guidance of government funding to increase production enthusiasm of enterprises;innovating marketing platform,such as creating order agriculture,community supported agriculture,farmers'markets and other platforms to improve consumers' cognition and trust to traceability agricultural products.