An Empirical Study Of The Haze Influence On Consumer Behavior Of Purchase Channel And Category Selections Of Organic Food

With the on-going increase of people's pursuit of living quality,the organic food has gradually become popular attributed to its health benefits.However,the consumers' consumption behavior of the organic food is affected by many factors.Firstly,contrasted with the general diet products,many consumers have been put off the region by the high price of the organic food;therefore,the attractiveness of the promotions will create a certain degree of stimulus for consumers.Secondly,due to their freshness and perishability of the organic food,consumers are generally more inclined to choose offline channels for consumption.The stores'rich promotional activities and the shopping atmosphere on weekends and holidays will also increase this channel selection tendency.Finally,the consumers' organic food consumption behaviors also exhibit significant seasonal characteristics with the reason of certain categories of organic foods exhibit significant seasonal attributes.In recent years,with the rapid development of the industry-based economy,the degree of smog pollution has gradually increased.As a manifestation of air pollution,smog pollution is gradually affecting the changes in people's travel habits and the adjustment of diet structure.In the foggy days,people tend to reduce the frequency of going out and prefer to stay in clean room.In addition,people will pay more attention to personal cleaning and choose "light diet",so some healthy and organic food in the organic food stores can meet the consumers'demand for food in the haze.The research outcome shows that the degree of haze pollution would significantly affect consumers' online channel selection tendencies and dietary preferences for detergents and "light foods",such as vegetables and fruits.At the same time,due to the damage caused by the smog pollution and the improvement of S organic food store logistics distribution system,the factor "weekends and holidays" play a positive regulatory role in the positive impact of online channel selection tendencies;considering about the freshness and perishability of "light foods" such as vegetables,fruits and cakes,the convenience of online channels plays a negative role in regulating the positive influence of consumers' preferences on such products;and the obvious seasonal characteristics of smog pollution in autumn and winter lead to two major seasonal factors in which positive adjustments are made in the positive effects of smog pollution on consumers'channel selection tendencies and specific selection preferences.In addition,through further research,this paper finds that the degree of smog pollution has consistent effect on the influence of consumers' channel selection tendency and practical channel selection behavior;but in terms of the impact of specific selection behavior,although the degree of smog has different affect on consumers' preference for detergents and "light foods",the actual purchases of such products have been reduced,which indicates that consumers' perception of the health benefits of specific types of organic foods stimulated by smog pollution is an important factor affecting consumers' consumption preferences for such products;but it only constitutes one of the factors affecting the consumers'willingness to pay and the consumers' actual purchase.