Research On Consumers’ Purchase Intention Of Organic Agricultural Products And Influencing Factors

With the continuous development of social economy and the continuous improvement of people’s quality of life,the consumption habits of many consumers began to gradually change from the pursuit of food quantity and taste to the direction of food nutrition,health and quality and safety.Along with the continuous exposure of agricultural product quality and safety incidents,consumers are more concerned about organic agricultural products.Although the potential demand for organic agricultural products is large,but due to various reasons consumers are more difficult to buy,organic agricultural products consumption has more room for improvement.As the final consumers of organic agricultural products,consumers’ willingness to purchase organic agricultural products is directly related to the healthy and sustainable development of the organic agricultural industry.By understanding the factors influencing consumers’ willingness to purchase organic agricultural products,we can effectively improve the sales of organic agricultural products.In this context,it is important to study consumers’ willingness to purchase organic agricultural products to promote organic agricultural products.This study combines three methods: literature analysis,questionnaire survey and quantitative analysis to investigate consumers’ willingness to purchase organic agricultural products and their influencing factors.Firstly,the research related to organic agricultural products,consumers’ willingness to purchase and consumers’ willingness to purchase organic agricultural products at home and abroad were sorted out,and the theoretical analysis of attitude theory,rational behavior theory and consumer preference theory were carried out.Secondly,by distributing and collecting valid questionnaires: 520consumer-related data were collected,and using SPSS software,descriptive statistical analysis,correlation analysis and regression analysis were conducted on the samples.The empirical analysis found that the dependent variable subjective factors(consumers’ trust and perception of usefulness of organic agricultural products,etc)were positively and significantly correlated with the independent variables product factors(quality,and price,etc),in line with the hypothesis of this study.Finally,according to the research results,we suggest the following countermeasures: first,promote and ensure the quality and safety of organic agricultural products;second,increase publicity to promote consumer awareness;third,broaden sales channels and improve purchasing convenience;fourth,accurately position organic agricultural products and build organic agricultural product brands;fifth,set reasonable prices to enhance the market competitiveness of prices;sixth,the government should actively promote the development of organic agricultural products.promote.Thus,we can promote the healthy and steady development of organic agricultural products market.