Empirical Research On The Driving Factors Of Lesisure Argriculture Consumption In Beijing

Leisure agriculture has a positive effect on the transfer of surplus rural labor force and the promotion of peasant employment,which is conductive to the redevelopment of agricultural resources.Leisure agriculture can attract the leisure consumption of urban residents,strengthen the exchanges between urban and rural residents,and accelerate the development of integrated and coordinated development.Therefore,this article attempts to answer the driving factors of leisure agriculture consumption of urban residents,and provide a new perspective for solving the "three rural issues".This paper takes the suburban leisure agriculture in Beijing as the research background,uses the two-category Logistic regression model and multivariate regression model method to conduct empirical research,and explores the driving influence of individual characteristics of urban residents and leisure agriculture consumption psychology on leisure agriculture consumer behavior separately.The main research work contents and achievements of this article are summarized as follows:First,the impact of individual characteristics of urban residents on the consumption behavior of leisure agriculture was verified The results of Logistic regression analysis showed that the gender,marital status,educational level,occupation and family monthly income of urban residents had a significant and relevant impact on the consumption behavior of leisure agriculture.Urban residents' age and family members are less relevant.Second,we examined the psychological driving factors of urban residents' leisure agriculture consumption behavior.Through a multiple regression model,it was verified that consumer motivation,destination perception,mental account,awareness and behavioral attitude have a significant impact on consumer behavior.However,there is a certain degree of difference in driving influence,and the greatest impact is driven by awareness,consumption motivation,behavioral attitude,and destination perception-driven influence followed by the mental account.Third,it proposed to attract urban residents' consumption and improve the development of leisure agriculture.The specific suggestions include implementing differentiated marketing,increasing the promotional experience of specialty products,improving the construction of basic public facilities,strengthening the brand civilization effect of agriculture,and strengthening government pollution monitoring.This article provides a theoretical basis for the improvement and adjustment of the structure of leisure agriculture at the current stage,and provides a scientific basis for promoting the sustainable development of leisure agriculture.