Study On Consumers' Willingness And Influencing Factors Of Forest Health Care In Hunan Province

With the serious aging of our population structure,at the same time,the phenomenon of people's "sub-health in life" is becoming more and more common.People pay more and more attention to health preservation and health.The demand for them has already become a popular trend in the health preservation market.Therefore,a new health preservation method of forest health preservation has emerged.As this is a new industry,it is also a new mode of social development in our country,and it is also a new innovative development mode of forestry reform in our country.This new industrial state,which studies forestry economy and combines development and symbiosis,has come into being.This research is carried out under this background.Through the research on people of all ages in Hunan Province,their willingness to consume forest health care and consumption influencing factors,we can know the potential population market,people's attitudes towards forest health care,and then further explore the influencing factors and consumption preferences of forest health care.The development of this research process plays a very important role in predicting the development prospect of forest health care industry.In the study of consumer behavior,consumer intention is unanimously regarded as an important observation variable of consumer behavior.In this study,the research on forest health and related fields has been comprehensively sorted out by scholars at home and abroad.The concept of forest health care is defined,and based on the data of questionnaire survey in Hunan province,the research on forest health care consumption willingness,consumption influencing factors and consumption preference is carried out,and the research model of forest health care consumption willingness is established.In the empirical part,SPSS25.0 and AMOS24.0 are used to test the theoretical model of the research.According to the current situation and test results of forest health care consumption,some suggestions are put forward.The suggestions are from the perspectives of publicity channels,tourism education and product market to provide important suggestions and references for promoting the healthy consumption of public forests.