Consumers’ Willingness To Pay For Wild Freshwater Aquatic Products Under The Background Of Resource Decline

With the improvement of people’s living standards,the dietary structure of Chinese residents has changed accordingly,and the total demand for aquatic products and their proportion in the total food consumption have been increasing.With the consumption upgrade,many consumers have turned their attention to wild aquatic products.Contrary to the high demand of consumers,Chinese natural fishery resources have been declining sharply in recent years,and many fish are endangered.According to the central government’s overall deployment,starting from January 1,2021,a ten-year period will be implemented in key waters of the Yangtze River Basin.A total ban on arrests in 2015.However,illegal poaching is still common,and fishing conditions in some waters that have not yet been banned have become worse.Therefore,it is difficult to solve the problem fundamentally only by cutting off the supply by policy.At the same time,starting from the end of the demand can achieve better results with a two-pronged approach.Therefore,understanding consumers’ perceptions of wild freshwater aquatic products and related protection policies and the internal motivation for purchasing wild freshwater aquatic products is essential to solve the maintenance problem of the Yangtze River Basin in the later period of the ban.Targeted measures are important to alleviate fisheries in other basins.The problem of resource exhaustion also has reference significance.This article selects Shanghai and Jiangsu Province as the research area,through combing and learning from previous experts and scholars,reviewing and summarizing the classic theories of consumer behavior,based on the theory of planned behavior,combined with ecological awareness and other aspects Established theoretical models and designed questionnaires;collected a total of 539 valid questionnaires from Shanghai and Jiangsu Province by combining field surveys and interviews with online questionnaires at the end of 2019 and early 2020;then analyzed through SPSS and AMOS The software performs descriptive statistical analysis,reliability and validity analysis,factor analysis,principal component analysis,and regression analysis on the obtained data.The results show that:(1)Through descriptive analysis,consumers’ willingness to buy wild freshwater aquatic products has decreased,but it remains at a moderate level.(2)Consumers’ sources of information on the prohibition of fishing are mainly online media,TV news,newspapers and magazines.The main places for consumers to buy aquatic products are traditional channels such as aquatic product markets,comprehensive farmer’s markets,and supermarkets.(2)The preliminary model was verified using exploratory and confirmatory factor analysis,and the 19 influencing factors of purchase intention were classified into five factors: consumer cognitive factors,subjective norms,perceived behavior control,ecological willingness,and behavior attitude Dimension.(3)The average value of each dimension and the personal characteristics of consumers are brought into the multiple linear regression model to obtain:(1)Consumers’ cognition of wild freshwater aquatic products themselves,consumers’ cognition of knowledge and policies about fishing bans in the Yangtze River Basin,and consumption The educational level of the user and the level of ecological awareness are several variables that inhibit their willingness to buy wild freshwater aquatic products.(2)Consumers’ perceived behavior control,behavior attitude,and purchasing habits have a positive effect on their willingness to purchase wild freshwater aquatic products.(4)A comparative analysis of the above research results and the case of the purchase intention of Coilia ectenes’.The case examines the inhibitory effect of consumer cognition and consumer ecological awareness on the purchase intention of the studied object;The role of consumers’ consumption habits in promoting the purchase intention of the research objects.Based on the above research conclusions and the analysis of the subjective items of the questionnaire,combined with the policies and regulations proposed by the relevant departments,the author proposes policy recommendations for protecting wild aquatic product resources: multi-dimensional and multi-channel education and related policies on fishery resource exhaustion and related policies Popularize work;carry out science popularization and other related work in advance in other areas with depleted fishery resources such as the Yellow River and Pearl River Basin;strengthen legislation and strict law enforcement;establish a strong public opinion supervision mechanism and set up rewarded reporting activities;support and standardize the aquaculture industry,etc..