An Analysis Of Deviation Between Purchase Intention And Purchase Behavior Of Eco Agricultural Products

The traditional mode of agricultural production over reliance on chemical fertilizers,pesticides and other chemical products in order to achieve output,although greatly improved the grain yield in China,but also brought environmental problems of soil and water pollution.With the implementation of the strategy of sustainable development of our country and the general improvement in people's quality of life,health,and environmental protection.Eco agricultural products without pollution has been the vast number of consumers,the market potential is limitless.However,due to the development of ecological agriculture in China is late,people for the eco agricultural products awareness is also insufficient,and the consumer purchase intention and purchase behavior is easily influenced by many aspects,has the complexity,now China's eco agricultural products market is not mature,the development of ecological agriculture is therefore difficult.Therefore,in-depth understanding of consumer awareness of ecological agricultural products and consumer motivation and psychological characteristics It has profound theoretical and practical significance for the development of ecological agricultural products market and ecological agriculture.In view of this,this article through the Hefei 139 consumer survey data,and through the establishment of multiple disorder Logistic test of ecological agricultural products existence deviation between purchase intention and purchase behavior of the two regression models,and explore its influencing factors,and puts forward the suggestions and Countermeasures of himself.Through a series of investigations and the analysis shows that the bias of consumers purchase intention and purchase behavior as between the two cognitive dissonance lead to inconsistent phenomenon between the two appeared;whether the purchase intention and purchase behavior consistent by consumers of household income,impact on the ecological agricultural products knowledge and ecological agricultural products certification mark the attention of many factors such as the prices of agricultural products,ecological disadvantage,ecological agricultural products consumers on the cognitive level is low and the market eco agricultural products certification logo Specification for lead to consumers on the market of eco agricultural products trust is not enough is the main reason for the two deviation.This paper suggests that we should vigorously strengthen ecological agricultural knowledge and environmental policy advocacy,and improve the efficiency of consumer choice,through the improvement of a series of innovation of government policy support as well as the ecological agricultural enterprise management system and marketing the strategy of ecological agricultural products in China,stimulate the vitality of the market to the greatest extent.