Empirical Study On Green Food Consumption Behavior Of Urban Residents In Mianyang City

Since the reform and opening up,China’s agriculture has undergone tremendous development,and the food consumption structure has undergone earth-shaking changes;Chinese people have evolved from the previous pursuit of “Quantity” of food to the pursuit of “Quality” of food.In other words,that is from the basic needs of food to the high quality of food;the agricultural development model has also evolved from traditional agriculture in the past to green organic agriculture and sustainable recycling agriculture.With the gradual improvement of the living standards of Chinese residents,the demand for healthy and safe food in China is also increasing.The No.1 Central Document has repeatedly mentioned the need to vigorously support the development of the green food industry,put forward a strict supervision system for the quality and safety of agricultural products,and accelerate the construction of a traceability system for food quality and safety,as well as agricultural product output and market access principles.In the report of The 19 th session of national congress of the communist party of China,strategies such as promoting green development and building beautiful China have also been put forward,which have injected powerful fresh impetus into the development of green food industry.These measures in China have laid a solid policy foundation for vigorously promoting the development of the green food industry in Mianyang City.This paper takes urban residents who consume green food in Mianyang City,Sichuan Province as a survey object,and first-hand data is obtained through field research.By combing relevant reference materials on green food consumption behavior at home and abroad,guiding by green value theory,consumer demand theory and purchase behavior theory,using induction,questionnaires,and econometric model analysis,and combining qualitative and quantitative methods,the behavior of urban residents in Mianyang City in green food consumption is studied.Firstly,the relevant theories are targeted and summarized,and the theoretical analysis framework is designed;secondly,based on the analysis of the data obtained from field research,consumers’ characteristics of cognition level,purchase intention and evaluation of government work on green food are explored;thirdly,14 factors are selected as the independent variables from the survey data obtained,and the logistic measurement model is applied to the regression analysis of the factors affecting the green purchase behavior of urban residents in Mianyang City.Model regression results show that,these seven factors including the education level of the consumer,occupation,personal monthly income,physical health,attention to food quality and safety issues,green consumption values and evaluation of the government’s effectiveness in food safety supervision,are the main factors affecting Mianyang City consumers’ purchase of green food.Finally,on the basis of theoretical research and a series of empirical analysis,propose effective countermeasures to promote the development of the green food industry in Mianyang City.