Research On The Influence Of Government Functions On Customers' Willingness To Buy Green Agricultural Products

With the sustainable development of economy and the increasing of per capita disposable income,the food consumption preference of consumer transformed from “eating” to “eating well”.Letting consumer “eating well” is the important content of structural reform of agricultural supply side,and improving the efficiency of agricultural production and supplying the safe and reliable agricultural products are the key to boost the structural reforms of agricultural supply side.However,in recent years,the quality and safety of agricultural products has attracted much attention due to the frequent food safety incidents,and producers unsafe production behavior seriously damaged consumer confidence and hindered the development of agricultural modernization.Green agricultural products,as the more secure edible agricultural products,show the unique advantages in response to a series of food safety problems.It makes consumers choice trustingly and eat confidently,and achieve the goal of "eating well".Nevertheless,green agricultural product markets malfunction resulted from the incomplete information disclosure of the green agricultural product by suppliers and information asymmetry in buying process with consumers poor relevant knowledge.When market malfunction occurs,government needs to play a positive role,handle the relationship between the market and government,reduce the degree of market information asymmetry and promote the normal market transactions.Therefore,it is of great practical significance for the government functions analysis in consumer purchase green agricultural products behavior,government take relevant measures to promote the development of green agricultural product market.This paper analyzes the importance of government on the consumers purchase green agricultural product with combining theory with practice by using information asymmetry theory,externality theory,public service theory,and government economic functions and consumer behavior theory.And studies the influence of specific government functions on purchase intention from the perspective of government functions by binary logistic model,specifically from individual endowment characteristics,consumer cognition,and government propaganda and education factors,the disclosure of information on green agricultural products by government,legislative guarantee factors,and government supervision effects.The results of the study show that:(1)The government's propaganda on green agricultural products,the degree of disclosure of agricultural safety information and the degree of improvement of laws and regulations by government,the comprehensiveness of the certification system,and the effect of government supervision all have a significant impact on the willingness of consumers to purchase green agricultural products;(2)Female consumers are more inclined to purchase green agricultural products in gender analysis in control variables;(3)The more consumers concerned about the quality and safety of agricultural products,and the higher willingness to purchase green agricultural products.In response to the above conclusions,related countermeasures and suggestions are proposed for the improvement of government functions: establishing a network management mechanism to strengthen the government's publicity and promotion of green agricultural products;improving the information disclosure system for green agricultural products to strengthen the supervision and management of agricultural product information;improving the legal and regulatory system to establish the green agricultural development system;implementing the green policies to promote sustainable development;increasing the support for the certification of green agricultural products to strengthen the supervision and management of green agricultural products;innovating the concept of government functions to improve the level of public services.The target group is clear,and it has targeted promotion and training.