Willingness To Consumption For Organic Rice And Its Influencing Factors

Recent years have witnessed the increasing deterioration of ecological environment, and frequent has caused people to pay a growing attention to the development of organic agriculture to improve the current environment and food safety issues. The Organic rice is one of the major agricultural products. How to improve the development of organic rice market has been an important scientific research for the whole organic agriculture development.According to the situation that the consuming shortage of organic rice has impeded the development of organic rice, this paper is to analyze these factors which affect the consuming willingness of organic rice to urban residents, and to aim to provide a powerful support for promoting organic rice industry and markets. In view of this objective, this paper has reviewed related records and theoretical bases, and used the way of questionnaire investigation to obtain the consumer-related data such as consumers'attitude toward organic rice, purchasing condition and willingness, finally analyzed this data by the classical statistical analyses and conjoint ones.According to the investigation, respondents who have apprehended to the market rice safety issues reached 94.17%, and 57.28% of them thought it was a serious situation, only 5.83% of them thought there was no problem. 11.65% of them believed their purchasing rice was safe, however, as much as 67.96% of them thought their own rice was not assured. Meanwhile,70.88 percent of them thought that ordinary rice on the market had an impact on health. And up to 40% of people believed that had a great influence. From this set of data, now more and more consumers come to begin to realize the importance of rice safety.In consumers'awareness of organic rice in investigation, a majority of respondents have heard of the of organic rice, more than 65%. Knowing organic rice and ordinary rice, the main difference between the respondents only 22.39%. More than 50% think there is a relationship between the organic rice and human health. This shows, consumer's awareness level of organic rice just stays in the initial stage, for organic rice deeper awareness varies less.That organic rice consumers understand the information channels and the degree of influence of the media survey shows online and television advertisement has become the main components of information channels for consumers about organic rice, respectively 56.72% and 46.27%.67% of respondents believe that they are more easily affected by media propaganda. It can be seen, consumers can promote the popularity of organic rice knowledge through the Internet, television and other media advertising.According to consumer recognition of organic rice situation survey, only 4% respondents believe that the organic rice reached its security requirements. Nearly 30% of respondents believe that there is no safety standards as it should be. It shows that consumers recognized the extent of organic rice quality is not high.Consumer personal characteristics and consumer demand for organic rice survey, The proportion of purchased organic rice accounts for only 23.3% of those surveyed. Because organic rice safe to buy organic rice accounts for 40 percent of the total purchase.30 to 49 age group who have bought organic rice accounts for 78.97%. (Families with children group who have bought organic rice accounts for 59.47 percent of the total purchase Undergraduate education level group who have bought organic rice accounts for 81.07 percent of the total purchase. Monthly income of 3,000 yuan group who have bought organic rice accounts for 87.67%. More than 70% of respondents have not bought organic rice, mainly because prices are too high.As a result, we find that the price and age show a negative influence on the demand of organic rice, but income, education, age, gender, marital status, the extent of consumers' awareness and acceptance to organic rice and the level of anxiety to food security show positive. By comparison with previous studies, we find that the extent of influence and the level of its significance of these factors have changed over time. Conclusively, we obtain that the extent of consumers' awareness and recognition toward and anxiety to food security is the main significant factors that affect the demand. Meanwhile, the factors such as price, income, education, age, gender, marital status also affect the requirements, but the impact is not significant. Based on the above findings, strengthening government functions, rebuilding public trust in the entire food safety system, strengthening support for the production of organic rice and enterprising to increase organic rice promotion and propaganda have become the key factors in promoting the development of organic rice. This is much more helpful to promote the organic rice industry and spread its market.