The Study On The Influence Factors Of Green Food Brand Trust

With the development of social economy and per capita income,consumers are paying more and more attention to the improvement of quality of life,and the demand for food is becoming more and more fine and healthy.As a healthy and safe food,green food has been recognized and accepted by more and more consumers,and the demand is also increasing.However,in recent years,a variety of food safety events have been in touch with the consumer's psychological limits,and every time a consumer mentions food,there's fear.These vicious incidents reveal that some bad companies are making false claims to consumers in the context of asymmetric information,and profiteering in the context of high premium in the green food industry through fake and inferior green food.This not only endanger the life safety and health of consumers,but also makes the green food increasingly deepening crisis of confidence,and to a certain extent,inhibit the normal consumption of green food,directly affects the normal operation and development of green food production enterprises.As the representative of eggs in consumer food,soil eggs are one of the main sources of consumers' daily nutritional intake.In recent years,there have been reports of abnormal growth and development of children due to the antibiotics and hormone residues of soil eggs,and consumers are increasingly concerned about the products that have been certified by green food.However,as a result of the crisis of trust,the overall sales of the green brand egg is still blocked,which seriously hurt the enthusiasm of the enterprises devoted to the ecological farming industry.How to solve the trust crisis has become one of the focal points of social and enterprise focus,because of this,the research and analysis of the influence factors of consumers' trust in green food and the proportion of factors influencing the trust of green food have important practical significance.This study selected YaYa farm as the research object of green food brand and took YaYa farm soil egg as the product example.On the basis of summarizing the research results of domestic and foreign scholars on the definition,dimension and influencing factors of brand trust,this study combined the characteristics of green food industry and the productattributes of soil eggs,and selected three factors: perceived quality,perceived risk and brand reputation,to study the influence of various factors on the consumer trust of green food brands.In this study,the questionnaire was designed in combination with the relevant scale standards,and the data were distributed and collected to specific groups,and then SPSS 19.0and corresponding statistical analysis methods were used to analyze the collected sample data and draw relevant conclusions.And it turns out that:(1)Perceived quality,perceived risk and brand reputation have significant influence on the trust of green food brands.Among them,perceived quality and brand reputation have a positive influence on the trust of green food brands,and perceived risk has a reverse effect on the trust of green food brands.(2)In terms of the proportion of influence,brand reputation has the largest influence on the trust of green food brands,and the second is perceived risk,and finally the perceived quality.(3)From the influence of demographic factors on the trust of green food brands,women are generally less trusting of the green food brands than men;The higher the education level,the more trust in the green food brands;The higher the income level,the more trust in green food brands.Age has no significant effect on the trust of green food brands.Based on the empirical research results and the current situation of YaYa farm,combining with the influence of demographic characteristics,this study started from three aspects of improving brand reputation,reducing perceived risk and improving perceived quality,and then put forward some strategies and suggestions on how to raise the trust of YaYa farm brand.These strategies and suggestions can provide some reference value for green food or related industry enterprises to raise brand trust.