Research On Consumers' Purchasing Decision Of Organic Agricultural Products And Its Influencing Factors

At present,our country agricultural product quality security situation is not optimistic,food safety problems mount,with the 2017 central is pointed out in a number of files to the level of quality and food safety of agricultural products and improved,more and more consumers begin to pay close attention to the quality safety of agricultural products,organic agricultural products gradually entered the view of the vast consumers[1].Focusing on the present,the material living standard and education level of the Chinese people have been continuously improved,which has stimulated the consumption level and consumption capacity of the people,further enhanced the health and environmental protection awareness of consumers,and people's demand for agricultural products began to shift from quantity to quality.As the highest grade of agricultural products,organic agricultural products show unique advantages.It should be noted that although there is a huge potential demand market for organic agricultural products in China,the proportion of domestic consumers who choose to buy organic agricultural products is still very low.Therefore,this paper conducts an in-depth study on consumers' purchasing decisions of organic agricultural products and their influencing factors.This paper takes shandong consumers as the main research object,and based on Philip kotler's consumer purchase decision model,constructs an empirical analysis framework for consumers' purchase decision and influencing factors of organic agricultural products in shandong province.In questionnaire design,for consumer's willingness to pay(WTP)for organic agricultural products,this article refer to CVM contingent valuation method is studied,and four typical characteristics of organic agricultural products,each feature is divided into three levels,and on the orthogonal analysis,and nine different scenarios on organic agricultural products,consumers of nine kinds of scenarios in turn give the willingness to pay.This article will consumer purchase decision of organic agricultural products as the research key,on the basis of related literature,integrated the actual situation of local customers,further comb influence consumer purchase decision factors for organic agricultural products,public factors through factor analysis of these factors are extracted and renaming,on the basis of relevant theories,by building regression model to analyse the main factors affecting consumer purchase decision.The results show that most consumers have a positive attitude towards organic agricultural products,but a low willingness to pay for organic agricultural products.In terms of cognition,consumers' cognition of organic agricultural products is low.Most consumers have only heard of organic agricultural products,but their cognition of related concepts,certification system and certification labels is very low.In terms of purchasing motivation,consumers are most likely to buy organic agricultural products for the sake of food safety and least for the sake of animal welfare.In addition,the analysis shows that consumers' attitude and cognition towards organic agricultural products,family characteristics,health and environmental motivation,price,product and market and other factors have a significant impact on consumers' purchasing decision of organic agricultural products,among which the attitude,cognition and family characteristics have the most significant impact.To summarize the conclusions of the research,the article also puts forward the following Suggestions:to enrich the types of organic agricultural products,to ensure the quality of products.Reasonably control production cost and market price to promote effective demand.Standardize organic certification and establish the awareness of safeguarding rights.Expand purchasing channels and promote purchasing convenience.Strengthen the publicity,enhance consumer awareness,so as to promote the healthy and stable development of the organic agricultural products market.