A Study On Consumers' Purchasing Intention For Traceable Agricultural Products

In the past few years,the quality and safety incidents of agricultural products have occurred frequently in China,which has brought serious harm to the health of consumers,frustrated consumers' purchase enthusiasm and reduced consumers' trust in the quality of agricultural products.On the other hand,with the prosperity and development of China's social economy,people's income level and quality of life have gradually improved,and the demand for agricultural products consumption has gradually changed from quantity to quality,from meeting basic physiological needs to meeting safety needs.How to ensure the quality and safety of agricultural products has become a difficult problem in front of the whole society.In order to deal with this dilemma,the government vigorously promotes the construction of agricultural products traceability system.The construction of traceability system for agricultural products is not only the international trend of agricultural products development,but also an effective means to solve the quality and safety problems of agricultural products in China.Consumers are the main users of traceable agricultural products and the receivers of traceable information of agricultural products.The traceability system of agricultural products can only play a real role if consumers recognize and are willing to accept traceable agricultural products.Consumers' willingness to purchase traceable agricultural products will not only affect the construction and improvement of the traceability system,but also affect the behavior of enterprises and government decisions.Therefore,researching consumers' willingness to purchase traceable agricultural products will help promote the reform of agricultural supply side and play an important role in promoting the construction and promotion of agricultural product traceability systems.When analyzing the influencing factors of purchase intention for traceable agricultural products,most of the domestic studies focus on the influencing factors of consumers,gender,age,family size,education level,income and consumers' cognitive level,but fail to take into account the attributes of traceable agricultural products themselves and the marketing mix of enterprises.Based on the existing research,this paper increases the research on the influencing factors of product quality and enterprise marketing mix.This paper selects 18 explanatory variables that affect consumers' willingness to purchase traceable agricultural products from five aspects:basic consumer attributes,cognition level,product quality,marketing mix and market information attention.This paper constructs an econometric analysis model to study the factors affecting consumers' purchase intention.In the research process,Harbin City was selected as the research site,questionnaire was issued and relevant data were collected.The preliminary descriptive analysis of the obtained survey data paves the way for subsequent quantitative analysis.Then,the processed survey data are substituted into the established binary logistic regression model for analysis.The results of the regression analysis show that the explanatory variable family monthly average income,wheard of traceable agricultural products","think that traceable agricultural products are safer","nutrition rich","packaging exquisite","retail promotion" and "trust" are positively related to the willingness to purchase,and the explanatory variables "product price" and "market evaluation",are negatively correlated with the purchase intention.Finally,based on the results of descriptive analysis and quantitative analysis,the corresponding countermeasures and suggestions are put forward for producers,governments,enterprises and consumers.