Study On Consumers’ Purchase Intention Of Traceable Navel Orange And Its Influencing Factors

In the context of the new era,people’s living standards and quality of life are getting better and better,but events related to the quality and safety of agricultural products occur frequently.With the continuous upgrading of consumer demand and the continuous change of consumption concept,combined with Maslow’s demand hierarchy theory,when people’s physiological needs are met to the minimum,they will pursue a higher level of security needs,which is a gradual process.Most consumers in China have entered the stage of pursuing safety needs.The full implementation of traceability of agricultural products is undoubtedly the optimal solution,which can effectively reduce the occurrence of quality and safety problems of agricultural products.As one of the fruits with high yield in China,navel orange is highly praised by consumers because it is rich in vitamins and easy to eat.This paper takes Nanchang and Urumqi as the research sites.Nanchang and Urumqi are the pilot cities for the construction of the second batch of meat and vegetable circulation traceability system officially established by relevant national departments.The relevant infrastructure construction will be relatively complete.At the same time,they are very representative as provincial capital cities and capital cities.Based on 217 valid questionnaire data of consumers in Nanchang and Urumqi,this paper first collates and analyzes the data of the valid questionnaire,including consumers’ personal basic situation,risk perception,cognition and trust of traceable navel orange,purchase of traceable navel orange,purchase intention of traceable navel orange and its acceptable price range,The five parts are descriptive analysis;The second is to build a binary logistic regression model for empirical analysis.The study selects 17 factors that may affect consumers’ purchase intention of traceable navel orange as independent variables.The model estimation results show that six independent variables will significantly affect consumers’ purchase intention of traceable navel orange.Through descriptive statistical analysis and empirical analysis,this paper draws the research conclusion:consumers’ understanding of traceable navel orange is generally not high,and most consumers’ cognitive level of traceable navel orange still stays in the two stages of relatively unknown and general understanding;Although most consumers are willing to buy traceable navel oranges,they are generally only willing to pay a small premium;Education level,occupation,evaluation of the importance of the traceability system of fruit quality and safety,whether they have purchased traceable navel oranges,whether they have encountered problems related to fruit quality and safety,and whether they are willing to pay a premium for traceable navel oranges.These six factors have a significant positive correlation.Finally,according to the research conclusions of this paper,some countermeasures and suggestions are put forward,such as strengthening the publicity of traceable navel orange,giving corresponding policy subsidies by the government,and strengthening consumers’ traceability knowledge,in order to promote the development of traceable navel orange.