Study On The Factors Affecting The Purchasing Behavior Of Consumer Green Vegetables

With the development of China's economy,consumers are pursuing a green and healthy life.When purchasing vegetables and other agricultural products,they also pay more attention to the quality and safety of agricultural products.Green vegetables with safety labels should be more favored by consumers.However,the purchase ratio of green vegetables by consumers is very low,and the operation of green vegetable production enterprises is struggling.Why is it difficult for consumers to purchase green vegetables into actual purchase behavior? How to enhance consumers 'trust in agricultural products such as green vegetables,and thus let consumers buy more green vegetables is an important issue that needs to be studied.After reading a large number of theoretical literatures and building on the actual consumption status of domestic green vegetables in our country,we have constructed a model of influencing factors of consumers' purchase intention and behavior of green vegetables in this study.Combined with the relationship commitment theory,using government commitment as a moderating variable,it is explored whether government commitment can promote consumers' willingness to purchase green vegetables into green vegetable purchasing behavior.Finally,according to the conclusions obtained through empirical research and analysis,countermeasures and suggestions are proposed for enhancing the development and marketing of the green vegetable industry.The main conclusions of this article are as follows:(1)Among the demographic variables,consumers 'gender,age,education level,and the nature of the company's work have no significant impact on green vegetable purchase intentions,but consumers' monthly income levels have a significant impact on consumers 'green vegetable purchase intention As a result,the higher the monthly income level,the greater the consumer's willingness to purchase green vegetables;the consumer's gender,age,education level,monthly income level,and the nature of the company have no significant impact on their green vegetable purchase behavior.(2)Independent variable behavior attitudes,subjective norms,and quality perception capabilities significantly affect consumers' green vegetable purchase intentions and green vegetable purchase behaviors,respectively,in the order of quality perception ability> subjective norm> behavior attitude;consumer green Vegetable purchase willingness is an intermediary variable of behavior attitude,subjective norms,and quality perception ability to green vegetable purchase behavior;government emotional commitment and government computational commitment play a moderating role between consumers' green vegetable purchase intention and purchase behavior,of which the government Emotional commitment is more effective than government's computational commitment.