The Determinants Of Green Food Purchase: An Empirical Study

The concept of Green Food is a particular appellation of our country, which is a general designation of the clean, safe, high-quality, nutritious foods. Beginning on May 15, 1990, China have developed Green Food for more than 10 years and gotten a great achievement. However, the future of Green Food depends on consumer demand to a very large extent, thus it's so important for us to understand the consumer'purchase decision-making and its influencing factors. According to the theoretical study, there are a few studies on the consumers'Green Food purchase behavior in our country, but with more qualitative research, little empirical analysis. Although there are many foreign studies of Green Food, it is clearly not feasible to copy the relevant conclusion of foreign scholars, because of the differences of society economy and culture, and the differences of green consumption tendency in different countries.Based on these realities confusion and lack of theoretical research, this paper presents a theoretical model of factors affecting the purchase of Green Food on the basis of the literature research and preliminary interviews, which can help us to study the influencing factors for the consumers'purchase of Green Food. The model is based on the theory of motivation and the theory of consumer behavior. And it takes the Green Food purchase as the result variable, consumers'knowledge and awareness of product, product quality, food safety, environmental concerns, health consciousness, availability and price as the influencing variables.With the 389 valid data of random sample, this paper has done empirical study of the hypothetical model and scale. Firstly, the exploratory factor analysis technology was used to measure the reliability and validity of all research instruments.The results showed that the the structure of the scale is valid; Secondly, the multiple linear regression analysis was used to validate the theoretical model, the conclusion was that consumers'knowledge and awareness of product, food safety, health consciousness, availability and price variables had a significant impact on the purchase of Green Food. Finally, the paper discussed the related conclusions and inspiration.