Research On Factors Influencing Consumption Willingness Of Green Agricultural Products In Hebei Province

With the continuous improvement of people’s living standards,the consumption structure of residents is also constantly transforming and upgrading.But nowadays,the quality and safety problems of agricultural products occur frequently.From melamine milk powder,gutter oil,to bodybuilding pork and sterilizing cucumber,the food safety problems have attracted great attention of consumers.The emergence of green agricultural products effectively eased consumers’ concerns about food safety,and made contributions to China’s environmental protection,making China’s international competitiveness of agricultural products increasingly improved,and the quality of life of the people was guaranteed.The final consumer of green agricultural products is consumers.Therefore,it is very important to understand the influencing factors of consumers’ willingness to consume green agricultural products.Hebei Province is a traditional agricultural province,with obvious advantages in agricultural production and green food development,which is an important guarantee to promote the coordinated development of Beijing,Tianjin and Hebei.Based on the theory of consumer demand and the theory of consumer purchase behavior,this paper constructs a research model of the influencing factors of consumption intention of green agricultural products in Hebei Province,which is based on the research results at home and abroad and the development of green agricultural products in Hebei Province.It is used to analyze the factors such as personal statistical characteristics,health and environmental awareness,cognitive level,product characteristics,product price and brand image The impact on the consumption intention of green agricultural products in Hebei Province.In this paper,329 questionnaires were randomly distributed to agricultural products consumers in Hebei Province to collect sample data,and spss22.0 was used to test the hypothesis of the survey data by factor analysis and multiple regression analysis.The empirical test results show that age,education background,position,income and residential area have a significant impact on the purchase intention of green agricultural products;health and environmental awareness,cognitive level and product characteristics have a significant positive impact on the purchase intention of green agricultural products.Based on this,in order to promote the healthy and sustainable development of green agricultural products in Hebei Province,this paper proposes to promote the construction of intelligent agriculture,and promote the healthy and sustainable development of green agricultural products with the mode of"Internet plus agriculture"."Green" enterprise production and market supervision and management,establish an effective and coordinated green agricultural product safety and quality certification system,increase the financial support of the government,improve the relevant preferential policies for green agricultural product production;carry out public welfare promotion activities for green agricultural products,improve the awareness level of consumers;strengthen the "green" knowledge publicity;insight into the differences of green consumption of consumers It is of great practical significance for the rapid and healthy development of green agricultural products in Hebei Province to formulate layered marketing strategies to achieve precise marketing,highlight the advantages of green agricultural products and make them more morphological,control the production cost of green agricultural products,reduce the product sales price,and stimulate the transformation of consumers’ purchase intention to purchase behavior.The research content of this paper can provide decision-making basis for the relevant departments of Hebei Province to formulate policies and measures to expand the production,management,promotion and marketing strategy of green agricultural products.