The Purchase Intention And Influencing Factors Of Bioethanol Gasoline By Consumers In Beijing

The biomass energy resources are abundant and the development potential and space are huge.Renewable energy,such as biomass energy,has not only attracted attention from policy makers,but also from consumers.Understanding consumers' preferences and ideas on biomass fuels can help change traditional consumption choices.At present,there are many researches on the purchase intention of biomass energy in foreign countries,involving the use mode and mixed mode,etc.But there is almost no research on the purchase intention of biomass energy in China,and even less on the purchase intention of biomass ethanol gasoline.Purchase intention is relatively subjective,and culture,geography and so on has the close relation,the consumer purchase intention on biomass ethanol gasoline abroad to domestic guiding significance is relatively small,need to purchase intention for ethanol gasoline in our country local case study to explore Chinese consumers biomass ethanol gasoline attitude,purchase intention and its influencing factors.Based on this,this paper studies the consumer purchase intention status of agriculture and forestry biomass ethanol gasoline,and uses structural equation model to explore the influencing factors of agriculture and forestry biomass ethanol gasoline consumer behavior.On this basis for enterprises to provide support for reasonable production and marketing strategies,and provide consumers with good consumption space,provide decision-making reference for the government to make ethanol gasoline policy.Finally,it will realize the biomass ethanol gasoline production and sales of a virtuous cycle.The conclusions are as follows:(1)The study found that the purchase intention of Beijing consumers to ethanol gasoline was affected by six factors: functional value,social value,emotional value,functional risk,financial risk and psychological risk.And the order of importance was: functional value(0.564)> emotional value(0.278)> social value(0.087).Financial risk(-0.496)> functional risk(-0.364)> psychological risk(-0.117);Among the effects of perceived gain and perceived loss,the effect of perceived gain on consumers is more obvious.(2)The consumer groups with different gender,age,educational background,family annual income and number of family cars have different attitudes and purchase intention towards biomass ethanol gasoline.Women are more likely to buy biomass ethanol gasoline;Respondents aged 18-25 years old and over 55 years old are more willing to buy agricultural and forestry biomass ethanol gasoline;Respondents with a college degree or above have a more objective perception of ethanol gasoline;The purchase intention of middle and low income group is higher than that of high income group;Households with more cars are more willing to experience purchasing biomass ethanol gasoline.(3)this paper puts forward Suggestions on promoting the development of agricultural and forestry biomass ethanol gasoline industry and improving consumers' purchase intention of biomass ethanol gasoline from the three aspects of consumers,enterprises and government.