Research On The Influencing Factors Of Consumers' Willingness To Purchase Organic Dairy Products

With the rapid growth of China's economy,the consumption structure of dairy products in China has also been changing and upgrading from quantity demand to quality change.Milk has the reputation of "white blood".It is loved by consumers for its delicate taste and rich nutrition.However,the frequent occurrence of dairy safety incidents has restricted the development of dairy industry.When people pay more attention to food safety,how to reclaim our national trust in the dairy industry has become a problem to be solved.Organic dairy is a green food that is certified and identified by food professional institutions.It has strict supervision and control from all aspects of pasture to finished products.The emergence of organic dairy products undoubtedly brings a new turn for the dairy industry.Organic dairy products are not well accepted by consumers because of high price,small market and other objective factors.How do consumers know about organic dairy products? What are the factors that affect the willingness of consumers to buy organic dairy products? The study will be carried out in this paper.This article selects consumers who have experienced dairy products as the research object.Based on the existing literature,the influencing factors of consumers' willingness to purchase organic dairy products were investigated through questionnaires.By using factor analysis method,we extract six common factors and rename them from 20 variables.Then,the two element Logistic regression model was used to find out the significant factors affecting consumers to buy organic dairy products,and the rationalization proposal was put forward on the basis of the conclusion of this paper.The main contents of this paper include the following parts:The first chapter,the introduction.This paper mainly analyzes the background of this topic,summarizes the purpose and significance of the study,and introduces the object and method of the research and the technical route.The second chapter,theoretical basis and literature review.This paper defines two concepts of organic dairy products and purchase intention.The existing literature was reviewed,and the literature review was carried out from the current status and concept of organic food market,the willingness to pay for organic dairy products and the influencing factors of organic food consumption behavior.The third chapter mainly introduces the design of the investigation plan,and makes descriptive statistical analysis of the survey results.The fourth chapter is the empirical analysis of consumers' influence factors on the purchase intention of organic dairy products.After the hypothesis of the research hypothesis,the reliability and validity of the variables in the survey data are tested.After the test,the factor analysis is carried out to reduce the dimension of the variables,and six factors are extracted from the product and risk perception,green consumption,market characteristics,cognitive characteristics,fitness environmental characteristics and health status and satisfaction.Two yuan Logistic regression analysis was used to analyze the influence of individual and family factors,product and risk perception,green consumption,market characteristics,cognitive characteristics,fitness environmental characteristics and health status and satisfaction.The fifth chapter draws conclusions and gives suggestions for conclusions.The results show that products and risk perception,green consumption,market characteristics,cognitive characteristics,fitness and environmental characteristics and health status and satisfaction have a significant impact on the willingness of consumers to buy organic dairy products.Based on the results of this paper,some suggestions are put forward: to guarantee the quality of the products,to increase the market supervision,to promote the health and environmental protection,to lead the green consumption,to increase the publicity of the organic dairy products,to increase the trust of the consumers,and to formulate the accurate marketing strategies for the high willing consumption groups of organic dairy products.