Research On The Purchase Intention Of Consumers To The Geographical Indication Agricultural Products

As domestic agricultural security incidents reported increased,consumers growing concern about food safety,and awareness of "doctrine of the" products continuously improve,the purchase demand increase continuously of trend.People to produce purchasing motivation and buying behavior of geographical indication,inevitably will be affected by subjective and objective factors of the combined impact of research respondents to purchase intention and influence factors of agricultural products of geographical indications for the government to formulate policies and regulations about agricultural products of geographical indication,guiding enterprises or agricultural cooperative organization production,and guide the reasonable marketing supermarket or farmer’s markets has important theoretical and practical significance.This study selected Urumqi city as the research object,adopting the research method of CVM to consumers to buy agricultural products of geographical indicators,such as vegetables,fruit and beef and mutton.Distributed 400 questionnaires in supermarkets and farmers markets of Urumqi,using binary Logistic model to calculate the geographical indications of agricultural products to consumers ’willingness to pay,analyzing the factors affecting consumers’ willingness to pay,the main conclusions are as follows:(1)Gender,age,level of education,marital status,health and other consumer personal attribute differences lead to the demand for agricultural products of geographical indication.The higher the level of consumer education is,the more worried about the health condition,as a result,the demand for geographical indications of agricultural products is also higher..(2)The differences of consumer’s family structure will affect the willingness of consumers to purchase geographical indications of agricultural products.The more the number of children and the elderly,the greater the willingness of consumers to pay for the geographical indications of agricultural products.(3)Compared with the farmer’s market,Urumqi consumers prefer to buy geographical indications of agricultural products in the supermarket.(4)Urumqi consumers are concerned about the current situation of food safety.Most of the consumers believe that pesticide residues,excessive fertilizer and fake and shoddy food is an important factor in food safety hazards.(5)Consumers know little about geographical indications of agricultural products.With the increase in consumers’ awareness of the geographical indications of agricultural information,the willingness of consumers to pay for geographical indications of agricultural products is rising.(6)Consumers’ purchase intention for geographical indications of agricultural products is declining as the proportion of the price increases.