Factors Influencing Willingness To Pay Premium Of Organic Vegetables

The enhancement of national economic strength makes people's life better.At the same time,the consumption capacity has been greatly improved.Environmental pollution is becoming more serious,people gradually began to pay more attention to the quality and safety of food.In order to respond to the call of national consumption upgrading and meet the needs of consumers in the new era,Chinese organic food market has developed rapidly in recent years.Although organic food has a considerable potential market in China,the proportion of Chinese consumers consuming organic food in their daily life is very low compared with foreign countries.Organic vegetable is a representative category of organic food,and it is also the most exposed organic food in China.In order to promote the further healthy development of organic food market in China,this paper finds a new perspective to study consumers'willingness to pay premium for organic vegetables based on the existing research related to the willingness to pay premium.Based on the theory of planned behavior and relevant literature,this paper added environmental awareness as a regulatory variable,and constructed a theoretical model of consumers' willingness to pay premium for organic vegetables.Secondly,in order to verify the model,we conducted online and offline questionnaires.Thirdly,SPSS20 was used to analyze the survey sample data to explore the influence of three factors--behavioral attitude,subjective paradigm and perceived behavioral control--on consumers' willingness to pay a premium for organic vegetables.Finally,the research focuses on the moderating effect of consumers' environmental awareness on their willingness to pay premium for organic vegetables.The research conclusion of this paper is as follows:(1)Behavioral attitude has a significant positive impact on willingness to pay premium for organic vegetables,that is,the more positive a consumer feels about the consumption of organic vegetables,the more willing he will be to pay a higher premium.(2)Subjective norms can significantly influence the willingness to pay premium for organic vegetables.In other words,consumers' willingness to pay premium for organic vegetables will be significantly influenced by the behaviors of their relatives and friends.(3)Perceived behavioral control also significantly affected the willingness to pay premium for organic vegetables.(4)Consumer environmental awareness has a significant positive moderating effect on the relationship between subjective paradigm,perceived behavior control and willingness to pay premium for organic vegetables.