Study On Consumer's Green Food Consumption Behavior In Heilongjiang Province

Consumer demand for green food is the dominant factor affecting the development of its industry.At present,consumers' awareness of green food in Heilongjiang Province is still biased,and the potential demand of consumers has not been completely transformed into actual behavior,which is also related to the information asymmetry phenomenon in the market.Therefore,this article will deeply explore the factors affecting consumers' psychology and behavior,so that enterprises can better grasp the trend of consumer behavior,promote their green food consumption behavior,and promote the development of green food industry.By combing the domestic and foreign literatures on green food consumption behavior,this paper finds out the influencing factors including consumer personal characteristics,internal factors and external factors,and builds a consumer green food consumption behavior model based on previous research,and then puts forward relevant assumptions.And carry out empirical analysis.Firstly,the questionnaire survey method is used to understand the green food cognition,attitude and consumption of consumers in Heilongjiang Province.Secondly,the consumer's personal and family characteristics and variables are descriptively analyzed,and the questionnaire scale is tested.Finally,use the SPSS22.0 software and the orderly regression analysis of consumers' green food consumption behavior and willingness to pay in Heilongjiang Province.The results show that gender,age,income level,cognition,risk perception,trust,government regulatory evaluation,expected regret,and purchase convenience have significant effects on consumers' green food consumption behavior and willingness to pay in Heilongjiang Province.Among them,the internal psychological factors of consumers are the key influences,and the willingness to pay plays a partial intermediary role in consumer behavior..Therefore,based on the research results,this paper puts forward the following suggestions:First,we must strengthen consumers' awareness of green food through multiple channels,and strengthen the communication and interaction between enterprises and the public by holding green food knowledge lectures and using the Internet to disseminate information.Help them understand green food correctly.Second,pay attention to improving the green food management supervision system measures,strengthen feedback with the public,ensure the transparency andtransparency of green food production and certification information,and thus enhance consumer trust and reduce their regret.The third is to enhance the company's green food marketing management capabilities in various aspects,including strengthening corporate trust crisis awareness,meeting market segment demand,broadening green food sales channels,strengthening technological innovation to reduce production costs,and focusing on brand building.