A Study Of Consumer's Willingness To Buy Traceable Apple

With the improvement of people's living consumption level,consumers focus on the quality and safety problems of agricultural products.They pay more attention to the products' specific details of each link,such as the planting,producing,processing,packing,refrigerating,circulating,scaling and other links.The construction of the agricultural products traceability system,with important research era value,can effectively raises the supervision and administration level of all agricultural products links and safeguards consumers' legal rights.Consumers are terminal beneficiaries of the agricultural products traceability system and market purchasers of traceable agricultural products.It is of great practical significance to study consumers' purchase intention and relevant influence factors for traceable agricultural products,so as to improve the system construction and market development of traceable agricultural products.Yantai in Shandong province,for its unique natural and geographical environment for the apples' growth,is a model demonstration of national apple industry construction and it has been determined as an advantageous apple producing area by the Ministry of Agriculture in China.The first modern apple internet of things traceability system built in Yantai,for promoting the transformation and upgrading of the traditional apple industry,has become the first featured agricultural products traceable platform with apple as the main body,and realize the whole traceable quality process of apple from garden to table.This paper takes consumers in Yantai as the investigation sample,studies the consumers' purchase intention for traceable apples,systematically and deeply analyzes the consumers' behavior rules in the agricultural products traceable system,and promotes the construction and development of the national agricultural products traceability system.Based on the 351 consumer' questionnaires data from Yantai city in Shandong province,this paper first applied Logistic model to test consumers' purchase intention and influencing factors for traceable apple,and then applied ISM model analysis method to explore the correlation and hierarchy of significant factors.The estimate results of Logistic model showed that there are seven factors to significantly affect consumers' purchasing intention for the traceable apple,respectively,occupation,each person income of family per mouth,cognition for fruit quality and safety problems,cognition for the importance of traceable fruit,the cognition for traceable apple,the experience of fruit quality and safety problems,the willing to pay higher prices for the traceable apple.ISM model analysis showed that among the seven significant factors,the consumers' occupation is the deep rooted factor;eachperson income of family per mouth,the experience of fruit quality and safety problems,the cognition for fruit quality and safety problems,the cognition for the importance of traceable fruit are intermediate indirect factors;The cognition for traceable apple and the willingness to pay higher prices for the traceable apple are surface direct factor.Through consulting a large number of reference materials and analyzing the survey results,the paper summarizes the current situation of traceable apple in Yantai: the municipal government formulate the relevant institutional guidelines and programs;the apple's traceability platform realizes efficient regulation in the whole field with the Internet of things;the construction of apple traceability platform extends to the application of traceability standardization and normalization;The lag of the construction of apple's traceability propaganda system leads to the lack of consumers' awareness;a single marketing channel of traceable apple limits consumers' purchase intention.In order to facilitate the development of traceable apple industry,this paper puts forward some relevant countermeasures and suggestions from four aspects of growers,government,enterprises and consumers.The growers should strengthen the quality and safety control in the traceable apple planting process and improve the organization construction level of traceable apple production growers;the government should increase publicity efforts for traceable apple,strengthen division of supervision department labor cooperation and focus on the combination of apple's traceability system and blockchain technology;the enterprises should actively involve in the improvement of traceability system,expand the distribution channels of traceable apple and implement the reasonable pricing strategy of traceable apple;and the consumers should improve their own health and enhance food safety awareness,strengthen the traceable cognition and establish a correct concept of consumption.