Research On The Influence Factor Of Consumers' Willingness Of Purchase Geographical Indication Of Agricultural Products

With the rapid development of agricultural economy,geographical indications have become an indispensable entry point to solve the problems of agriculture,countryside and farmers.For the protection of geographical indications,governments at all levels and relevant organs are also spared no effort to promote and publicize,guiding farmers and agricultural enterprises to make full use of geographical indications to develop local characteristics of agriculture,achieving sustained agricultural efficiency,increasing farmers' incomes and deepening Industrial Development in rural areas.Enliven an economy and enrich the peasants on the other side.In this context,geographical indications of agricultural products will inevitably be able to get a certain development prospects.For agricultural products,it is up to consumers to have more market share.At this time,consumers' willingness to buy is extremely important.This article takes Liancheng red sweet potato dry as the research object.Through the micro survey of consumers in Longyan,we analyze and explore consumers' purchase intention and influencing factors of dried sweet potato,and provide some theoretical and practical guidance for the development of geographical indications agricultural products in China.This paper uses Logit regression analysis to analyze the influencingfactors of consumers' willingness to buy dried Liancheng Hongxindi melon.The results are as follows: taste,information,quality safety,brand and promotional factors will have a significant positive impact on the willingness to buy,and price will have a significant negative impact on the willingness to buy.Finally,based on the conclusions,three countermeasures and suggestions are put forward: Firstly,we should strengthen the quality and safety guarantee and brand promotion of agricultural products based on geographical indications;secondly,we should get through the information transmission of agricultural products based on geographical indications and establish a differentiated taste;thirdly,we should make a series of suggestions such as promoting activities of agricultural products based on geographical indications and reasonable pricing of market research.