Study On Consumers’ Purchasing Behavior Of Green Vegetables Based On Planned Behavior Theory

With the development of China’s economy and the improvement of people’s living standards,consumers are more yearning for a green and healthy lifestyle,and pay more attention to the quality and safety of agricultural products.People no longer simply pursue "full",but to "eat healthy".Basket is the people a better life need of bearing,the vegetable industry has become the second to the food in our country agriculture and rural pillar industry,but also faced with many problems at the same time,due to high input of chemical fertilizers,pesticides and other chemicals,agricultural non-point source pollution,the serious problem of resources and environment pressure increasing,due to pollution way more vegetables,wide source of harmful toxic substances,The vegetable industry must accelerate the transformation and upgrading to achieve green development.Green vegetables with its unique safety,health,green characteristics,more and more popular.However,despite the huge market demand for green vegetables in China,the proportion of green vegetables consumed by Chinese consumers is very low.In this context,it is of great significance to study the influence mechanism of consumers’ purchasing behavior of green vegetables for promoting the sustainable and healthy development of green vegetable industry and improving people’s living standards.In this paper,on the basis of related literatures and interviews,combining the theory of planned behavior and innovation diffusion theory,build the green vegetables consumers purchasing behavior theory model,design the green vegetables consumers purchasing behavior questionnaire,empirical analysis of main factors influencing consumer buying behavior of green vegetables,trying to explore the influence mechanism of green vegetables purchase behavior,In order to promote the transformation and upgrading of China’s green vegetable industry and enhance consumers’ purchasing behavior of green vegetables,some countermeasures and suggestions were put forward.Through theoretical analysis and empirical research,this paper mainly obtains three main conclusions:(1)Except for descriptive norms,instrumental attitudes,affective attitudes,imperative norms,self-control,and external conditions all had significant positive effects on purchasing intention,and the degree of influence was affective attitudes > imperative norms > self-control > external conditions > instrumental attitudes.Purchasing intention of green vegetables had a positive mediating effect between perceived behavioral control and purchasing behavior of green vegetables.(2)Consumer innovation has a positive moderating effect on the conversion of purchase intention to purchase behavior,and the moderating effect of independent decision is more attractive than the new thing.(3)The age characteristics of consumers have a significant impact on the purchasing intention and behavior of green vegetables,and the characteristics of household annual income have a significant impact on the purchasing behavior of green vegetables.Young consumers have a stronger purchasing intention of green vegetables and a greater possibility of purchasing behavior.The higher the household annual income,the stronger the purchasing behavior.Demographic variables such as gender,education level,occupation,marital status,whether there are old people and children in the family have no significant influence on purchasing intention and purchasing behavior of green vegetables.