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
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
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
2.2 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