Study On Buying Intention Of Organic Vegetables For Urban Consumers In Yingkou City

With the increasing of income level and health consciousness of Chinese residents,people's concept of food consumption has gone from the simple pursuit of quantity in the past to the stage of focusing on quality and health.Increasing attention is being paid to food safety and health care,more and more people begin to pay attention to the concept of "nutritious eating,safe eating".The change has increased consumer choice of vegetables,the types and amounts of nutrients in vegetables have become the focus of increasing concern among consumers.People's high standards and high requirements for food safety have made organic vegetables popular among increasingly people,known as " Sunrise industry".However,the current situation of organic vegetables does not match well with its market demand.The staggering high price,difficulty in forming a scale,and difficulty in distinguishing from ordinary vegetable and common vegetable areas have all caused a phenomenon of low purchase desire.Under such a circumstance,this article takes the consumer of Yingkou city as the research object to study consumer's purchases of organic vegetables,analyze the factors influencing consumer's purchase intention,and form a concluding opinion.This paper provides policy Suggestions for organic vegetable farmers and production enterprises to formulate production and marketing strategies.This paper takes the urban consumers of Yingkou city as the research object to investigate and analyze their purchase intention of organic vegetables.Questionnaires of 300 or so,through the questionnaire survey method,interview survey method,descriptive statistical analysis and other methods,urban consumers buy organic vegetables in Yingkou city types,methods,channels and price and so on were analyzed,and the detailed analysis of the consumer purchase intention of organic vegetables,and to study the Yingkou city urban consumers' purchase intention of organic vegetables and its influence factors of concrete.In this paper,individual factors,product factors of organic vegetables and social environment factors of consumers were selected to analyze the specific conditions affecting consumers' willingness to buy organic vegetables in cities and towns in Yingkou city.Based on this,an influencing factor model was established to analyze the main factors influencing consumers' willingness to buy organic vegetables.At the same time,this paper from four aspects: put forward the countermeasures of Yingkou city urban consumers purchase intention of organic vegetables: one is the propaganda,should promote traditional way with new media depth fusion,advocate healthy consumption concept,characteristic and production standards of organic vegetables for publicity,to deepen the degree of consumer awareness of organic vegetables;Secondly,in terms of sales,organic vegetable production enterprises should establish direct sales channels to maintain the freshness of organic vegetables to the greatest extent and reduce transportation costs.Third,in terms of production,enterprises should sign a contract with planting farmers,provide them with planting technology directly,provide them with special training and learning on the requirements of organic vegetable planting and production standards.At the same time,the government should increase subsidies for organic vegetables and encourage the healthy development of organic vegetables.Four is the quality,the government department dealing with organic vegetable production and marketing of various aspects such as strict regulation and control,standardize the current organic vegetable market order,eliminate all fake and shoddy phenomenon existing in the market,in addition,also should improve the system of origin traceability of organic vegetables,organic vegetables quality and safety.