The Analysis Of Consumers' Willingness To Pay For Tieguanyin Tea In Anxi And Its Influencing Factors

With the continuous improvement of living standards,people are increasingly concerned about food safety,since the pursuit of sales quantity in the past has gradually turned into quality assurance and health security,tea consumers' demands for tea are also leading toward a high level of development.In recent years,the residue phenomenon of Anxi Tieguanyin Tea has caused the tea lovers paying great attention to the safety of tea,especially green tea organic tea,which is more and more favored by consumers.Consumers' willingness to pay is one of the important factors that influences a brand to occupy the market,and then make great progress.Inthis paper,through the analysis of the factors of tea consumers purchasing intention and its influence on Anxi Tieguanyin Tea organic tea,and then further analyze on the sustainable development of organic tea industry in the consumers' point of view.To understand the current research on Anxi Tieguanyin Tea organic tea in the academic circles and the consumer market,has a positive theoretical significance and practical significance for the development of Anxi Tieguanyin Tea organic tea.This paper first summarize the relevant literature on organic food at home and abroad,and then summarize the advances of organic tea research on the basis of induction;through the method of combining questionnaire investigation and interviewing to understand the Anxi Tieguanyin Tea organic tea cognition and willingness to pay of consumers;furthermore,the author also uses the method of quantitative analysis to analyze the questionnaire data,and establishes a Logistic model which uses regression analysis with SPSS to analyze the factors that affect consumers' willingness to pay for Anxi Tieguanyin Tea organic tea;at last,the author uses frequency analysis,empirical analysis and multiple-choice frequency analysis to analyze the contents of the questionnaire,describe the influence factors,and finally draws the following conclusions:(1)Most of the consumers in the survey are willing to pay for Anxi Tieguanyin Tea organic tea;(2)The consumers that are not willing to pay for Anxi Tieguanyin Tea organic tea is mainly because of the lack of comprehensive understanding and the willingness is influenced by its output,price,and purchasing methods;(3)At present,the consumers haven't got a full understanding of organic tea,but with the popularizing and deepening of organic ideas in tea consumers,this market will continue to develop in a promising direction;(4)By using two Logistic classification analysis,the results show that the main factors affecting consumers' willingness to pay for organic tea is quality,crafts and application.Finally,in order to strengthen the promotion of the concept of organic tea,and also to improve its quality,expand its popularity,inherit its craft and to expand its usage and rich its functions,the author gives some feasible advices like adjusting the price based on market response and broadening the sales channels of organic tea,which helps maintain a sustainable healthy development of Anxi Tieguanyin Tea organic tea.