An Empirical Research On Green Food Purchasing Behavior Of Urban Consumers

With the fast development of national economy and steady improvement of income, People have changed their consumption habits and ways a lot and have expressed high requirements on food safety. Because of serious factors such as environment pollution, poor production technology standards and lagged food safety standards, food safety turns to be the focus. Green food is the best selection for working out food safety problems, also the best selection for guaranteeing people's health and ecological environment protection. The development of green food will promote our agricultural sustainable development, improve the quality of people's life and strengthen the competitive ability of food export. The most important task for stimulating consumer's green demands is to cultivate and expand green food market. The research direction of the paper is to investigate consumers' motivation and purchasing behavior.Green food is different from the common food. Do city consumers buy green food? How many percentages do they purchase green food? What are the main factors for influencing people's green food purchasing decision? All of these are the problems the paper is to examine. We chose liquid milk as our study object. Data was collected through a survey in the city of Nanjing. More than 350 in-person interviews around the community and squares of six main urban areas were conducted. Through questionnaire survey and econometrics method we got the characteristics of green food consumption and the main influence for buying green food.Fourteen variables in the paper respond to marketing stimulate. With the method of factor analysis on these variables we got meaningful marketing stimulate factors. Based on factor analysis, the paper is to apply the binary logistics regression method to analyze the factors which influence consumers' green liquid milk purchasing behavior.The result indicates that there is market prospect for green food. Most of consumers are sensitive to the price of green liquid milk. The result also shows that the price is one of primary factors that affect consumers' purchasing behavior. For the limits of psychology anticipation and economy bearing capacity, raising the price by 20% compared with the market price of the regular liquid milk is accepted and suitable. Moreover, the paper indicates that consumers' cognition affects their purchasing choice and the confidence level for green food should be improved.