Research On The Influence Of Consumers’ Perceived Value On Willingness To Pay For Organic Vegetable Premium

In the past few decades,the rapid development of industry and agriculture has solved the problem of food and clothing and improved people’s living standards,but the ensuing environmental pollution and product quality problems gradually highlight the quality of people’s life has caused a great impact.People are increasingly aware that the safety of agricultural products determines the health and safety of life.At the same time,healthy,pollution-free organic agricultural products continue to enter our daily diet.In recent years,China’s organic food market is developing,the government for the quality and safety of organic agricultural products,as well as the development of China’s organic agriculture is also very concerned.Because the production cost of organic agricultural products is higher than that of ordinary agricultural products,the price of organic agricultural products is also higher than that of ordinary agricultural products on the market,and the high price of organic agricultural products causes many consumers to be discouraged.Therefore,we should understand the factors that affect consumers’ willingness to pay premium and improve them according to the influencing factors,so as to accelerate the operation of organic food market and the development of organic agriculture.This paper takes Hefei City,Anhui Province as the research area to explore the impact of consumers’ perceived value on the willingness to pay premium for organic vegetables.Based on the literature review on perceived value and willingness to pay premium,a hypothesis on the relationship among perceived value,consumer trust and willingness to pay premium is proposed.Based on the analysis of the current production and sales of organic vegetables in Hefei and its problems,the core variables and models needed for the study were determined through questionnaire design and field research: Taking the social,functional,emotional,safety and ecological dimensions of perceived value as the core variables,and consumer trust as the moderating variable,this paper explores the impact of the five dimensions of perceived value on the willingness to pay premium and the role of consumer trust between perceived value and willingness to pay premium.The results show that the functional value,safety value,social value and ecological value of perceived value all significantly positively affect consumers’ willingness to pay premium for organic vegetables.Meanwhile,the moderating variable consumer trust has a significant positive moderating effect on the relationship between perceived value and willingness to pay premium for organic vegetables.Finally from the perspective of producers is proposed to ensure and improve product quality,through various channels to build brand effect,enhance the promotion of green organic products effect,pay attention to product safety guarantee,adhere to the good faith management,such as advice,to enhance customer perceived value,and give play to the government regulatory role in the process of organic vegetable production and sales,increasing consumers’ premium payments for organic vegetables.