Research On Green Food Consumption Behavior And Influencing Factors Of Yantai Residents

With the continuous improvement of people's quality of life,people's demand for material life is also increasing.From the initial "can eat full" low-level demand,gradually to "eat well ".Compared with general food,green food advocates green and pollution-free.Green food not only has a great improvement in environmental protection,but also maintains the original nutritional value of food.At the same time in planting,picking and other processes more inclined to green environmental protection,effectively reduce the use of pesticides,thus making food safety more secure,which has won the favor of many consumers.In order to understand the current urban residents' shopping habits for green food,this paper takes Yantai City as a case study,so as to analyze the people's buying habits of green food,and carry out relevant empirical analysis,so as to understand the relevant habits of Yantai residents' green consumption.In the research,based on sustainable development theory,consumption behavior theory and other research theories,and after reading a large number of domestic and foreign related literature,this paper analyzes the gender,age,marriage,education background and other factors of Yantai consumers,and conducts relevant research through empirical analysis,statistical analysis and quantitative analysis.According to the conclusion of the study,it is found that the understanding of green food of some residents in Yantai city depends on the education background,age,gender and other factors.At the same time,Yantai residents' cognition of green food is also restricted by many related factors,such as the purchase intention of the respondents,the understanding of green food and so on.In the last part of this paper,we make suggestions based on two dimensions.Including government suggestions,enterprise suggestions,etc.For the government's suggestions,we should start from two aspects of policy and publicity,so that more consumers gradually understand and accept green food.From the perspective of enterprise,it is necessary to guide consumers to consume green food which is in line with consumers' taste gradually,so as to help consumers gradually shape the habit of eating green food at the consumption level.In addition,we need to establish and improve the relevant laws and regulations of green food as soon as possible,so as to support more enterprises to join in the development of green food industry through the legislative level.At the government level,we also need to strengthen the market supervision and management,and resolutely crack down on those fake and shoddy green food,so as to fundamentally safeguard the legitimate rights and interests of enterprises that really make green food.In terms of enterprise suggestions,we need to make great efforts to cultivate and introduce talents,so that enterprises can have more resources to innovate in the planting and processing of green food,and can produce more green food loved by consumers.At the same time,we should also give some support in the industry,such as helping enterprisesimprove their management and management capabilities,so as to better guarantee the healthy and stable development of these enterprises that produce green food.