The Impact Of The Brand Image Of Green Agricultural On Consumers Purchase Intention

The 21 st century is a "green" century,with the changing concept of people's consumption and the continuous improvement of living standards,no matter domestic or foreign people,their demand for green agricultural products are increasing.So the green agricultural industry has a great market.To agricultural products,the brand is the soul of the enterprise.A good brand can ensure the long-term development of enterprises.In fact,the purpose of brand management is to establish a good brand image for the brand,to occupy the market share in fierce competition.This study chooses the green agricultural industry as the research background,takes the green agricultural products as the research object,combines the characteristics of the green agricultural product and the brand image model of the domestic and foreign research scholars,the dimension of the green agricultural brand image are divided.To study the relationship between the image of green agricultural products and the purchasing intention of consumers.The data were obtained by questionnaire survey,and then use SPSS and AMOS statistical analysis software for empirical analysis,to verify the influence of brand image on perceived value and purchase intention.In the four dimensions of the brand image of green agricultural,the overall image of agricultural enterprises,the overall image of agricultural products,agricultural enterprises and social services.The results of the research show that the brand image of green agricultural of the overall image of agricultural enterprises,the overall image of agricultural products,agricultural enterprises and social services have significant effect on perceived value and consumer's purchasing intentions.The perceived values of consumers have significant impact onconsumers' purchasing intention,and the perceived value plays a mediating role between the brand image and purchase intention.Finally,this research gets the research conclusions on the green agricultural enterprises,and give some management recommendations:(1)to strengthen the company's image construction,shaping a good corporate image,enhance social influence;(2)to pay more attention to product development,improve product quality;(3)to maintain good interaction with consumers,enhance consumer perception of the product image;(4)enterprises should actively fulfill their social responsibilities,strengthen their own sense of social responsibility.At the same time,some shortcomings of this study are explained,and the put a overlook for the future research.