有机食品购买行为的影响因素研究—基于南京市居民的调查毕业论文_农林经济管理毕业论文

有机食品购买行为的影响因素研究—基于南京市居民的调查毕业论文

2021-04-08更新

摘 要

近年来,随着食品安全事件的频发和人民生活水平的不断提高,消费者对食物的要求也越来越严格,有机食品作为食品市场上的新兴势力逐步赢得消费者的青睐。然而,与国外的有机食品的发展相比,我国的有机食品起步较晚,且消费不足,仍待发展,因此,本文通过研究南京市消费者有机食品购买行为的影响因素,寻求促进南京市有机食品的消费和有机食品市场发展的方法。

本文在梳理归纳国内外有关消费者对有机食品的支付意愿和购买行为等方面研究的基础上,选取了消费者行为理论和计划行为理论等作为指导,采用问卷调查法和数据分析的方法对南京市居民购买有机食品的行为展开研究。

首先,通过收集数据和相关信息,阐述当前国际和国内的有机食品发展现状;其次,对选取的理论模型进行分析和归纳,构建出本文的理论模型和框架进一步设计研究方案;再次,通过对实地调查数据的统计分析,调查南京市有机食品消费者的基本情况和对有机食品的了解程度、认知水平、支付意愿和购买行为等特征;然后针对消费者的个人特征、家庭特征、消费态度及认知和外部环境等变量对有机食品支付意愿的影响展开分析,最终得出以下结论:

(1)消费者的性别、职业、家庭规模和对有机食品认定标准的了解度对购买有机食品的行为没有显著影响,而消费者的年龄、学历、收入、家中有无老人或小孩、有无因食品安全问题受害的经历、对饮食健康关注度、对有机食品的认可度等9个变量对消费者购买有机食品的行为都有显著的正向影响。

(2)通过调查发现,南京市居民对有机食品的认知水平较低,购买意愿不高,信任度有待提升,且购买有机食品的渠道仍然十分有限。

(3)政府和有机食品的生产、销售商应当解决有机食品价格较高的问题,与此同时大力宣传并且推广有机食品,疏通更多销售渠道来提高消费者的认知水平,解决消费者支付意愿过低的问题,并且改善他们的购买体验和主观态度,促进南京市有机食品行业的发展。

关键词:有机食品 支付意愿 购买行为 影响因素 南京市居民

Analysis of factors influencing organic food purchasing behavior—Based on a survey of nanjing residents

ABSTRACT

In recent years, with the frequent occurrence of food safety incidents and the continuous improvement of people’s living standards, consumers’ demands for food have become increasingly stringent, and organic foods have gradually gained the favor of consumers as an emerging force in the food market. However, compared with the development of organic foods in foreign countries, China’s organic foods started late, and consumption is still insufficient. Therefore, this article seeks to promote the organic development of Nanjing by studying the influencing factors of the purchase behavior of organic foods for consumers in Nanjing. Food consumption and organic food market development methods.

In this paper, based on a review of domestic and international research on consumers’ willingness to pay for organic foods and purchase behaviors, we selected consumer behavior theory and planned behavior theory as guidance, and adopted questionnaires and data analysis methods for Nanjing. The city residents started research on the purchase of organic foods.

Firstly, through the collection of data and related information, the current international and domestic organic food development status is elaborated; secondly, the selected theoretical models are analyzed and summarized, and the theoretical model and framework of this paper are constructed to further design the research program; again, through the field Statistic analysis of survey data to investigate the basic situation of organic food consumers in Nanjing and their understanding of organic foods, cognitive level, willingness to pay and purchase behavior, etc.; then targeting consumer’s personal characteristics, family characteristics, consumption attitudes and The impact of variables such as cognition and external environment on the willingness to pay for organic foods was analyzed, and the following conclusions were drawn:

(1) Consumers’ gender, occupation, family size, and understanding of organic

food certification standards have no significant effect on the purchase of organic foods. Consumers’ age, education, income, whether or not they have children or elderly children, The nine variables of experience of food safety, victimization of food safety and nutrition, attention to dietary health, recognition of organic food, and level of pollution in the surrounding environment have significant effects on consumers’ behaviors in purchasing organic foods. Positive influence.

(2) Through the survey, it was found that Nanjing residents have low levels of awareness of organic foods, low purchase intentions, trust levels need to be improved, and channels for purchasing organic foods are still very limited.

(3) The government and organic food producers and sellers should solve the problem of high organic food prices, while vigorously promoting and promoting organic food, and clearing more sales channels to increase consumer awareness and solve consumer payments. The issue of low willingness, and improving their buying experience and subjective attitudes, will promote the development of the organic food industry in Nanjing.

Keywords: organic food; willingness to pay; purchase behavior; influencing factors; Nanjing residents

目 录

1导论 1

1.1 研究背景 1

1.2 研究意义 1

1.3 研究目标与研究内容 2

1.4 主要概念界定 3

2文献综述 4

2.1国外对有机食品消费者行为的相关研究 4

2.2 国内对有机食品消费者行为的相关研究 6

2.3 研究述评 8

3 有机食品的发展现状 9

3.1 国际有机食品的发展现状 9

3.2 国内有机食品的发展现状 9

4 有机食品购买行为的相关理论与理论模型 12

4.1 有机食品购买行为的相关理论 12

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