A Study On The Purchase Intention And Influencing Factors Of Organic Agricultural Products By Consumers In Wendeng District

In recent years,the planting area of organic agricultural products in Wendeng district keeps expanding and the producers keep increasing,but the local organic agricultural products market has been tepid.In order to understand the local consumers' cognition and purchasing intention of organic agricultural products,and to improve the current market situation,the research collected data by questionnaire survey in the large supermarket,farmers' market and living area of Wendeng district.Descriptive statistical analysis and multiple logistic regression model were used to analyze the data.The survey found that 78.3% of consumers in Wendeng district express their intention to buy safe and healthy organic agricultural products,which indicates that organic agricultural products have a certain market prospect.Consumers have a low level of awareness and attention to organic agricultural products,and only 12.83% of the buyers really understand the characteristics and advantages of organic agricultural products,25.08% of consumers do not trust organic agricultural products.In terms of organic agricultural products,consumers' cognition degree,consumer trust,price factor,food safety awareness,purchasing convenience,product appearance and education level are the main factors affecting consumers' purchase intention and purchase behavior in Wendeng district.However,gender,age,taste experience,business credibility and other factors have no significant impact on consumers in Wendeng district.The research puts the following suggestions based on the development of the organic agricultural products industry and the actual situation of the local market in Wendeng district.That is,the government can actively do more to support and favor organic agriculture.Enterprises can strictly control quality and implement effective pricing strategy.In addition,the government and enterprises can also cooperate to strengthen the publicity of organic agricultural products,improve consumers' awareness and expand market demand.