Research On The Consumption Behavior Of Traditional Specialty Dairy Products Of Hohhot Residents

In recent years,the government of Inner Mongolia Autonomous Region has introduced a series of policies to support the development of traditional specialty dairy products industry.The healthy development of traditional specialty dairy products industry is of great significance for the revitalization of the dairy industry,economic development,meeting the consumption needs of urban residents,expanding employment,increasing the income of farmers and herdsmen,and enhancing regional influence in the autonomous region.However,the development of the traditional specialty dairy industry is currently limited.On the one hand,the producers of traditional specialty dairy products cannot meet the consumption needs of residents,and consumers cannot buy satisfactory traditional specialty dairy products;On the other hand,traditional specialty dairy production department,especially large processing enterprises,cannot sell their products,and the supply and demand market of traditional specialty dairy products shows a contradictory trend.Therefore,it is necessary to analyze the main factors that affect the consumption of traditional specialty dairy products from the perspective of consumers,thus promoting the further development of the traditional specialty dairy industry.On the basis of combing and summarizing the research findings of previous scholars,guided by the theory of planned behavior,introducing consumer cognition,consumer trust,and past behavior factors to design the scale,and uses the sample data of 623 residents(567 with purchase experience)in Saihan District,Xincheng District,Huimin District,and Yuquan District of Hohhot about the consumption of traditional specialty dairy products,Based on the analysis of the basic situation of traditional specialty dairy products consumption among residents in Hohhot,the structural equation modeling was used to explore the influencing factors of traditional specialty dairy product consumption behavior among residents in Hohhot.The main conclusions are as follows:(1)There is still potential space for residents in Hohhot to consume traditional specialty dairy products;Consumers often choose to purchase from dairy food stores with a small average purchase volume,while consumers of different genders,ethnicities,and age groups have different preferences for consumption types and channels;The main problem in the development of traditional specialty dairy products is the unclear or unnoticed origin of milk.(2)Consumer attitudes,subjective norms,perceived behavior control,consumer cognition,consumer trust,and past behavior have a significant positive impact on the willingness of residents in Hohhot to consume traditional specialty dairy products;The order of impact from high to low is: consumer attitude,consumer trust,subjective norms,perceived behavior control,past behavior,and consumer cognition.(3)Consumer willingness,attitude,cognition,and past behavior have a significant positive impact on the consumption behavior of traditional specialty dairy products among residents in Hohhot;The impact of subjective norms,perceived behavior control,and consumer trust on consumer behavior is not significant.The willingness to consume has the greatest impact on consumers’ traditional specialty dairy product consumption behavior,followed by past behavior,consumption attitude,and perceived behavior control.Therefore,it is recommended that the government strengthen the guidance and standardization of traditional specialty dairy processing department to unleash the potential of the consumer market;Strengthen the promotion of traditional specialty dairy products and enhance consumer awareness while improving the regulatory system throughout the entire process to enhance consumer’s confidence to consume.Traditional specialty dairy processing department can develop differentiated marketing strategies to meet the consumption needs of different consumer groups;Adhere to the quality and characteristics of traditional specialty dairy products to improve consumer satisfaction.