Factors Of Influencing Consumers' Purchasing Behavior On Organic Vegetables

As people's awareness of their own health,food safety and environmental protection continues to increase,more and more organic vegetables have caused widespread concern among consumers.Consumers are direct purchasers and beneficiaries of organic vegetables,and their perception of health,and their purchasing attitude directly affect the purchasing behavior of organic vegetables.According to the analysis of Laos Vientiane Agriculture and Forestry Department,the demand for organic vegetables in Laos is growing rapidly.The purchase of organic vegetables is not only beneficial to consumers' own health;moreover,it can reduce the environmental pollution of pesticides,and fertilizers,and ensure national food security and ecological sustainable development.Therefore,studying the influencing factors of consumers' organic vegetable purchasing behavior has important theoretical and practical significance for improving consumer organic vegetable purchasing behavior and maintaining the balance of supply and demand in organic vegetable markets.Based on extensive research on related literatures in domestic and abroad,this thesis firstly constructs the research framework based on consumer behavior and other theories,and proposes relevant research hypotheses from four aspects: Product-specific attitude,Health consciousness,Perceived price and knowledge of organic vegetable.On this basis,combined with 323 data collections from the field research in Vientiane,Lao,descriptive statistics were used to analyze the current situation of consumers purchasing organic vegetables in the survey area.Consumer behavior analysis was carried out in four aspects:consumer purchase frequency,purchase quality,purchase spending and purchase reason.Descriptive statistical analysis and differential analysis were carried out based on marketing mix factors.Thirdly,the multivariate regression linear model was used to analyze the impact of market mix on consumer organic vegetable purchasing behavior.Finally,according to the factors affecting the purchase behavior of consumers' organic vegetables,the incentive measures are proposed in a targeted manner,in order to fully improve consumers' purchasing awareness and purchasing behavior of organic vegetables.The results showed that:(1)the three variables of product attitude,health awareness and knowledge of organic vegetables had a significant positive impact on consumers' organic vegetable purchasing behavior.The perceived price was significantly negatively affects consumers' purchasing behavior of organic vegetables.(2)50.5% of consumers in Vientiane,Laos purchased two times per week for organic vegetables;45.8% of consumers purchase 5-10 kg for organic vegetables;37.2% of consumers consume spending for organic vegetables$20-$50;34.7% of consumers believe that healthy content is the main reason for their purchased of organic vegetables.