Research On Consumers’ Green Consumption Behavior Of Aquatic Products

With the rapid development of social and economic conditions,the living conditions of residents have gradually improved,and people’s demand for food has changed from eating well to eating well.At the same time of rapid development,it has caused serious pollution to the environment.At the same time,food safety problems occur frequently,affecting people’s health.Green consumption is a new consumption concept that highlights the concept of environmental protection.It is a high-quality,healthy and environmentally friendly consumption concept.Green consumption is a consumption pattern that satisfies individual consumption needs without negatively affecting the ecological and natural environment.Today,green consumption has gradually become a new trend and has become a highlight.The promotion of green consumption is also conducive to the realization of carbon peaking and carbon neutrality.China’s domestic aquatic product output keeps increasing year after year.At present,aquatic products have developed into the fastest-growing type in China’s agriculture.Aquatic products have high nutritional value,are loved by consumers,and the proportion of residents’ consumption is increasing.However,there are many loopholes in aquaculture,fishing,processing and packaging,operation and sales,etc.,resulting in the loss of nutrients in aquatic products.Problems in site selection,medication,water quality,etc.in the breeding process not only reduce the quality of aquatic products,but also affect the ecological environment;there are problems in the processing and packaging process,such as failure to strictly follow the standards and overpackaging;aquatic products also have high requirements for the transportation link,which will cause decay if handled properly.,nutrient loss and other problems.Any small mistake in each link may pose a quality threat to the quality of aquatic products sold in the market.Therefore,the market of aquatic products is booming,but there are frequent problems of product safety and quality.This paper investigated 381 consumers and studied the green consumption behavior of aquatic products from the perspective of consumers.Based on the planned behavior theory and normative activation theory,a factor model affecting the green consumption behavior of consumers’ aquatic products is established.With the help of statistical analysis software such as SPSS23.0 and AMOS24.0,the collected questionnaires were empirically analyzed,and the influencing factors and influences of green consumption behavior of aquatic products were studied.Mechanism.On the basis of studying the operation results of the model,the corresponding solutions are finally proposed,aiming to promote the green aquaculture,green processing,green logistics and other green development of aquatic products industry chain from the perspective of consumers’ green consumption behavior.This article consists of seven parts: the first part is the introduction,which cuts into the research topic from the research background,explains the purpose and significance of the research in detail,then discusses the specific ideas of the research,and finally clearly discusses the innovation of this research;the second part is the literature review and theoretical basis.Firstly,it combs the theoretical basis of this research development.The second is to sort out the domestic and foreign scholars’ research on sustainable consumption behavior,green consumption behavior,green consumption behavior of agricultural products and aquatic products.The third part is the development of green consumption of aquatic products.This paper expounds from four aspects: green consumption of aquatic products,green aquaculture,green processing and green logistics.The fourth part is to build a model of green consumption behavior of consumer aquatic products.Based on TPB theory and NAM theory,a model of influencing factors of green consumption behavior of consumer aquatic products is constructed.Considering the relationship between variables,the author puts forward corresponding research hypotheses.The fifth part is empirical analysis.Through questionnaire research,we can grasp the real data,carry out quantitative analysis,and then build a model to test the authenticity of the research assumptions.The sixth part puts forward countermeasures and suggestions to promote the green consumption of aquatic products from the perspective of the government,farmers(enterprises)and consumers.The seventh part is the conclusion and prospect.Based on the research process,it summarizes the conclusions reached from the research and objectively explains the problems and shortcomings in this study.According to the research results,the following conclusions are drawn: consumers’ acceptance of the concept of green consumption needs to be further strengthened;in the process of consumption,perceived behavior control,attitude,personal norms,etc.have a significant impact on consumers’ green consumption behavior of aquatic products;subjective norms have a positive effect on green consumption behavior of aquatic products.Finally,based on the above research,the author puts forward the following suggestions: the government should improve relevant laws and regulations,increase support for green consumption,establish and improve the quality and safety system of aquatic products,and carry out publicity from various angles and channels.Farmers and enterprises should improve their awareness of production safety and sales safety and do a good job in quality and safety;consumers should accumulate Take the initiative to change the concept of consumption and carry out green consumption.