An Empirical Study On The Perceived Value Of Green Food In Heilongjiang Province

Scientific and technological progress,social development,today's people are not satisfied with the food and clothing,the pursuit of quality of life has gradually become a new trend of the times.And for healthy nutrition and ecological environment of green food in improving the quality of life plays an important role,has become a new era of people's first choice.Heilongjiang Province with its excellent geographical environment and climatic conditions,green food production and quality are far ahead.However,people's willingness to consume has not been expected accordingly.Therefore,the green food customers in Heilongjiang Province to enhance the value of perception,for the promotion of Heilongjiang Province and even the development of green food industry has great practical significance.On the basis of domestic and foreign scholars study,combining the method of literature research and empirical analysis,studies the determinants of customer perceived value of green food.The theoretical research model is constructed and the corresponding research hypotheses are developed by the two perspectives of the perceptual and the benefit.The perceived value of the scores is perceived as a value of quality,brand,service,and green.The perceived value of a profit is perceived as cost and time.Through the study of the collection of related data,based on the data using the SPSS 17.0 to descriptive statistics analysis,the reliability and validity test,factor analysis,correlation and regression analysis and other empirical methods.The results show that quality,brand,service,green value and price costs are related to the value of green food customers;The cost of time has no significant effect on the perceived value of the customer.Based on the results of the research,this paper puts forward the following Suggestions on the present situation of the market for green food companies,one is to improve the value of food quality and enhance the management of the enterprise.Further enhance the management efficiency of enterprises under the precondition of ensuring food safety.Second,we will strengthen branding and promotion and focus on brand and cultural construction.In the brand building,always brand orientation,target target group,more emphasis on regional brand construction.Third,enhance the efficiency of information communication and improve the quality of relevant services;Through continuous mining of customer demand,service marketing.Fourth,we will strengthen corporate social responsibility and promote the green value of food.By strengthening the understanding and acceptance of green food,we will improve the atmosphere of social green consumption.Fifth,we will carry out large-scale operations and carry out reasonable pricing.