An Empirical Study On The Influence Mechanism Of Green Agricultural Products Consumption Intention

With the rapid development of the economy,environmental problems are growing increasingly serious.On the one hand,agricultural non-point source pollution has become one of the most difficult problems in environmental pollution control in the world.Not only causes water pollution,but also causes soil pollution in cultivated land,which will form a vicious circle.On the other hand,under the circumstance that the government strongly advocates green consumption,there is not a great change in terms of the consumption pattern of individual consumers.In the case of industrial wastewater is effectively controlled,domestic wastewater is still growing.Moreover,after the "disc action" heat subsided,the "remaining feast" began to resurgence,which was contrary to "green consumption",resulting in waste of resources and environmental pressure.The fundamental solution to govern agricultural non-point source pollution is to conduct green production,and it is also important to understand the factors that influence consumers’ intention to consume green agricultural products.As a healthy way of consumption,the influence of consumers’ health consciousness on green consumption intentions is still unclear.Simultaneously,face values is one of the most important consumer personal values that affect consumer’s behavior.But there is a lack in the field of green consumption about the research on the influence mechanism of face values.Another important factor for consumers to make consumption decisions is the external environment,such as relatives and friends’ opinions,which have an important impact on consumers.Therefore,based on S-O-R theory,social cognition theory and perceived value theory,this paper constructs an influence mechanism model of consumers’ green agricultural product consumption intention,and discusses the influence mechanism of internal factors(health awareness and face values)and external factors(subjective norms)on consumers’ green agricultural product consumption intention.At the same time,it surveyed consumers’ awareness of green food signs and attitudes of green agricultural products,and investigate the obstacles of consumers in the actual consumption of green agricultural products by integrating previous scholars’ survey.By means of the questionnaire survey,and the use of Spss23.0 software 255 sample data were analyzed.The results show that consumers’ health consciousness,face values and subjective norms have a significant positive impact on the consumption intention of green agricultural products.The mechanism is to influence the consumption intention of green agricultural products through the perceived value of green agricultural products.The results of consumers’ perceptions of green food signs and attitudes of agricultural products with green food signs show that consumers have a high level of awareness of green products,but it still can be improved.Improving consumers’ confidence about green agricultural products is also crucial.The results of the obstacles in the consumption process of consumers’ green agricultural products show that the uneven quality of green agricultural products is the main factor hindering consumer consumption.Through the discussion of the above conclusions,this paper hope to provide some useful strategies and recommendations for green enterprises to carry out green marketing and relevant government departments to promote green consumption more effectively.