| In recent years,edible oil is becoming a vexing problem since China is highly dependent on imports.To counter this problem,the Chinese government has focused on developing woody edible oil plants to change edible oil structure and relieve threats to edible oil security.As a major type of woody edible oil plants,oil-tea trees therefore draw wide attention and gain policy supports.Camellia oleifera oil planting does not take up cultivated lands,and the tea oil rivals olive oil in quality.Due to these advantages,the Camellia oleifera oil industry has been considered as an important deployment in China's food security strategy.In 2008,the Chinese government published the "National Camellia oleifera oil Industry Development Planning(2009-2020)",indicating to expand the total cultivated area of oil-tea trees to 4.667 million hectares and increase the national output of tea oil to 2.5 million tons.At present,Camellia oleifera oil consumption is about 300,000 tons,accounting for merely 1.17%of the total consumption of edible oil,and the per capita Camellia oleifera oil occupation each year is only 0.2 kilograms.However,the balance between the dramatic increase in tea oil output and the market demand is always questioned by policy making departments.Many people hold that as the production capability of tea oil is enhanced,it will get difficult to sell.Hence,a market-oriented development strategy becomes imperative for the healthy and rapid development of tea oil industry.In order to pinpoint the tea oil marketing strategy,not only the output of Camellia oleifera oil should be paid attention to,but also its market demand characteristics and the purchasing behavior of micro individuals.For this reason,this study probes into the latter two issues from the perspective of consumers--one of the micro individual groups in the tea oil market,to facilitate market strategy making for woody edible oil and promote the Camellia oleifera oil industry in a healthy and orderly way.Due to constraints by various factors,this study conducts consumer surveys and analysis based on only provincial capitals of main Camellia oleifera oil producing areas,such as Changsha,Guangzhou and Fuzhou,and therefore draws a conclusion with limitations.First of all,in general,the output of tea oil accounts for only small proportion in the total consumption of edible oil.In 2014,China's tea-oil trees covered an area of 3.648 million hectares,and the production volume of oil tea seeds was 2.02 million tons.Generally,the oil yield is about 23%,which means the output of tea oil is approximately 464,600 tons,amounting to 1.5%of the total consumption of edible oil.Its per capita occupation per year is only around 0.3 kilograms.As long as the per capita consumption improves,it is possible that the huge population in China can digest the increase in production.According to surveys in recent three years,the per capita consumption is rising,especially among tea oil consumers.Surveys also find that the tea oil industry has been converged with the health care and life preservation sector.For example,Camellia oleifera oil has been developed into various health care products,such as specified oil for groups with hypertension,hyperlipemia or hyperglycemia,specified oil for lying-in women,and essential oil for skin care.As the functions of tea oil are fully exploited,Camellia oleifera oil is not only a supplement of edible oil,but also a popular product in the health care sector,which expands its market space and keeps a balance between the production and consumption.Therefore,instead of concerning about the possible market disasters caused by the increase in Camellia oleifera oil output,policymakers should formulate new policies to encourage product and market development.Furthermore,according to the market surveys,the consumption intention on Camellia oleifera oil products is improving,which lays a solid foundation for boosting the consuming market and translating consumers' willingness into purchasing behavior.By comparing the survey data in 2012 and 2015,we can find that consumers' acceptance of the value of tea oil has dramatically increased;The proportion of Camellia oleifera oil product consumers and the per capita purchase amount have risen;the number of people who bought over 5kg Camellia oleifera oil each year has also gone up.Some people no longer take tea oil as a supplement to edible oil;Instead,a major type of edible oil for the family.Nevertheless,for most families,tea oil isn't a major type of edible oil yet,even in the main production areas.This is caused by a series of restraining factors,including high price of Camellia oleifera oil,eating habits,unawareness or distrust of its nutritive value.Surveys also find that in provincial capitals mentioned above,such as Changsha,Guangzhou and Fuzhou,the number of Camellia oleifera oil buyers is significantly increasing,so is the number of families which take tea oil as their main edible oil.Generally speaking,the strengthening of consuming intention on Camellia oleifera oil products lies in consumers'growing concerns about food safety and their health care function.Consumers think highly of woody edible oil.In addition,in order to identify the differences in purchasing behavior of tea oil products among various groups,this study utilizes survey data and adopts multiple research methods,including factor analysis,full structural equation model,structural equation model with multiple groups,etc.According to the empirical analysis results,the following conclusions can be drawn.First,through purchasing intention,the three dimensions of health belief can exert positive impacts on the purchasing behavior.Among them,the dimension of perceived severity has the greatest impacts on the influential effects of purchasing intention.Second,through purchasing intention,subjective norms have positive impacts on the tea oil purchasing behavior;while the perceived behavioral control has negative impacts on it.Third,four external situational variables,including purchase convenience,economic cost,promotion and education,can regulate the tea oil purchasing behavior as it is translated from purchasing intentions.Fourth,according to the analysis of structural equation model with multiple groups based on demographics,five dimensions including gender,age,education background,family's monthly income and marriage status have significant influence in different assumption paths.The empirical analysis results reveal that consumers'understanding of tea oil products is very important for changing consuming patterns and increasing consumption.Therefore,it is necessary to promote relevant knowledge.Based on the above conclusions,this study proposes policy suggestions and marketing management recommendations from government and Camellia oleifera oil companies respectively.This study suggests that:(1)Actively carry out green health marketing,to enhance people to buy tea oil perceived benefits.Consumers of Camellia oleifera oil consumption preferences and the actual increase in consumer behavior is based on the production of food in the forest of natural,pollution-free,healthy properties of the trust.(2)The relevant functional departments should establish a timely and effective information disclosure mechanism to reduce people's perception of oil safety and perceived susceptibility to the seriousness of the problem.(3)To provide tea-oil-related knowledge of the publicity and education of quasi-public goods,and enhance consumer awareness of the benefits of buying Camellia oleifera oil.(4)To strengthen the Camellia oleifera oil-related enterprises in the financial or tax level support,weakening people's perception of the obstacles to buy Camellia oleifera oil.(5)the implementation of effective measures to enhance the consumers to buy tea oil self-efficacy.Camellia oleifera oil companies should use the power of example,please different target groups familiar and recognized celebrity endorsement,promote and guide people to buy tea oil behavior.(6)Camellia oleifera oil enterprises should establish a transparent and interactive information communication platform to display relevant information from production to consumption,realize the transparency of information,encourage consumers to participate and reduce consumers' adulteration of Camellia oleifera oil And their true quality of cognitive bias.At present,there are few scholars to study the influence factors of Camellia oleifera oilconsumer behavior.At present,the few key factors that influence the consumption of Camellia oleifera oil are the key factors that only stay in the Camellia oleifera oil value cognition,Characteristics and so on,the conclusion can not reveal the deep reason of tea oil consumption,can not effectively guide the development of tea oil industry supporting the design of policies and marketing strategy formulation.This study is based on the integration of the health belief model and the theory of planned behavior,and from the perspective of the value of the consumer behavior itself and the expectation of the possibility of success,the interests and obstacles of the Camellia oleifera oil consumption behavior itself,The possibility of threat and the degree of deeper factors such as Camellia oleifera oil consumption behavior of the impact mechanism to enhance the impact of Camellia oleifera oil consumption behavior of systemic and depth of study,more accurately describe the formation of Camellia oleifera oil consumption behavior mechanism,revealing consumer behavior Deep-seated reasons behind,can more effectively guide the design of relevant policies to better solve the tea oil market is difficult to sell the problem,and promote the healthy development of Camellia oleifera oilindustry.Secondly,the current health belief model is widely used in health promotion behavior research such as disease prevention,health examination,seat belt use,health education and so on.However,it is rare in the field of green consumption behavior research.Therefore,from the theoretical level,this study provides a new research perspective,rich green consumer behavior research. |
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