Research On Influencing Factors Of Organic Food Purchase Intention

At the same time that modern industrialized countries have achieved large-scale food production,this integrated production system also has many limitations.In this production method,a large amount of energy and chemical substances are input,resulting in persistent pesticide residues and nitrates.Global pollution of the food chain and water,and low-cost and intensive food production and processing processes make foods less nutrient and less flavorful.Not only that,the frequent occurrence of domestic food safety incidents in recent years has also led to increasing attention to food safety issues.In the face of deteriorating food safety issues and resource and environmental issues,the production of organic food will be an important way to solve these two types of problems,Not only can provide consumers with more nutritious and healthy food,but also can protect the social environment and promote the harmonious development of man and nature.However,the consumption of organic food in China only accounts for 1% to 1.5%of the food consumption ratio.Most organic food consumption is only in more developed first-tier cities.Therefore,in order to promote the development of China's organic industry,more consumers are willing to buy organic food.This will not only help consumers 'health,but also protect our environment.Based on these reasons,this article wants to explore the influencing factors of Chinese consumers' willingness to purchase organic food.This article is based on the theoretical basis of rational behavior and expands it,adding new variables such as health awareness,environmental concerns,food safety concerns and moral attitudes.Among them,variables such as environmental care,health awareness,and food safety concerns are the main internal driving forces for consumers when buying organic food.At the same time,because organic food will benefit the external environment and animals,to a certain extent,people's positive sense of morality may help consumers buy organic food,especially in an ancient civilized country that attaches great importance to morality.Therefore,this paper also adds moral attitude variables to supplement the model to explore these factors on the Chinese consumers 'willingness to purchase organic food.influences.The data in the thesis was mainlyobtained through field research in three towns of Wuhan(Wuchang,Hankou,Hanyang).A total of 1008 questionnaires were collected and the structural equation model was used to explore the mechanism of attitude,subjective norms,health awareness,environmental concerns,food safety concerns and moral attitudes on organic food purchase intention.The results of the study show that the rational behavior theory has a significant role in predicting consumers ' willingness to purchase organic food;moral attitudes are positively correlated with organic food purchase willingness,which provides a publicity strategy for the development of the organic food industry;health awareness can better predict consumers' purchase intention than environmental care;organic food attitudes play a complete intermediary role between health awareness and organic food purchase intentions;The attitude of organic food plays a partial intermediary role between the subjective norms and the willingness to buy organic foods.Among them,the influence of subjective norms on the willingness to purchase organic foods is mostly achieved through attitude intermediary;demographic variables have significant differences in the partial path assumptions of consumers' willingness to purchase organic food.According to the research conclusion,this article proposes to carry out ethical publicity of organic food,strengthen organic food related health guidance,enhance organic food social identity,strengthen organic food supervision mechanism,formulate differentiated publicity,marketing strategy and other policy recommendations to promote organic Food industry development.