A Study On College Students' Willingness To Purchase Agricultural Products With Geographical Indications

With the continuous emergence of food safety problems in China and the deepening of national supervision and control over the quality and safety of agricultural products,public consumers are paying more and more attention to food safety.In addition,with the rapid improvement of the national living standard,people have more pursuits for the quality of food,forming a healthy transition from being full to being good to being healthy.Below this setting,have "3 goods one mark" produce became the object that consumer people are fond of buying.Compared with "three products",i.e.pollution-free agricultural products,green food and organic agricultural products,"one standard",i.e.geographical indicated products,contains huge economic and geographical cultural value due to its policy protection mechanism,special geographical advantages and superior product characteristics.Therefore,the research on the purchase intention of geographical indication agricultural products has a good reference value for the industrial development of local geographical indication agricultural products,the increase of farmers' income from poverty,and the development of regional economy by the local government of the place of origin.Taking the navel orange of southern jiangxi,a famous geographical indication agricultural product,as an example,this paper studies the purchase intention of college students on navel orange of southern jiangxi and its influencing factors,taking the special college students among the whole consumer group as the research object.In terms of structure,this paper firstly introduces the background of the research,expounds the theoretical and practical significance of the research,and sorts out the existing relevant research literature.This paper reviews the theories related to the research in this paper.based on consumer demand theory,consumer cognition theory and consumer purchase decision theory,this paper summarizes the research content and research methods,and introduces the technology roadmap of this paper.The first chapter makes a theoretical analysis of the factors influencing college students' willingness to purchase navel oranges in southern jiangxi,sorts out seven important factors in the author's opinion,and emphasizes the importance of these factors from the perspective of existing literature and theories.Then,the subject of the measurement is designed according to these factors,and the research hypothesis is given.The second chapter firstly explains the questionnaire design of this paper,and then makes a descriptive statistical analysis of the specific survey data.Third chapter respectively from the factors affecting consumer purchase intention of college students personal characteristics,geography environmental factors,cognitive factors,producing area,price,brand image,channel selection convenience factors,social factors,a total of seven aspects of 16 variables,USES the binary logistic regression model to analyze the multiple factors for college students to buy agricultural products geographical indication of the will of gannan navel oranges.Finally,the part of countermeasures and conclusions summarizes the whole paper,and puts forward relevant Suggestions on three aspects: college students' consumers,gannan navel orange related enterprises,and the government.This paper draws the following conclusions: college students have a better understanding of gannan navel orange,and the higher the quality of gannan navel orange is,the higher the willingness to buy it.The higher the brand awareness of navel orange in southern jiangxi is recognized,the higher its purchase intention will be.The more college students think that the geographical features of navel oranges in southern jiangxi are the factors of good quality,the more willing they are to purchase navel oranges.However,college students pay little attention to the specific origin of navel oranges in southern jiangxi.College students' perception of the product premium of gannan navel orange is not strong,and they are willing to pay a certain percentage of premium for the unique advantages of gannan navel orange with geographical indication agricultural products.College students generally have higher requirements on the convenience of consumption channels for buying fruit products,and the convenience of purchase channels will significantly affect their purchase intention.College students are easily influenced by the purchase preferences of the surrounding groups,and they are more willing to make similar purchases because the people around them prefer to buy navel oranges from southern jiangxi.