Study On Consumers Behavior To Buy Safety Agri-foods

Consumption of agri-food directly related to people's survival and health. With the development of Chinese economy, quality and safety of agri-food have also been highlighted. Safety management of agri-food must not be only the responsibility of agri-food producer or government, consumer can also play an important role. Study on the influence factors on consumers' willingness and behavior to buy safety agri-foods not only can guide the enterprises of the production decision, it can also provide factual foundation to management Chinese agri-food safety.Based on the existing research, the study will research completely all of factors affecting consumers'purchasing willingness and behavior, find out the main factors and their degrees using econometric methods, in order to explain furthermore individual differences among consumers' willingness and behavior to buy safety agri-food.This study can be divided into five parts.Partâ… :Introduction. Here, outlined the background and significance of this study, status, described the purpose, content and research methods, data sources, etc.Partâ…¡:The Theory of Consumer Behavior and the Theoretical Framework of This Article. Based on summing up the main theoretical models of buying behavior, this part analyzed various factors which effecting consumer purchase behavior and constructed theoretical models of this paper, explained the variables of the model, and put forward the hypothesis.Partâ…¢:Description of the Purchase of Safety Agri-food. This part did the descriptive statistical analysis, and compared and summarized the information cognition, risk awareness, purchase intention, purchase behavior on individual respondents.Partâ…£:The Empirical Model of Purchase Intention and Behavior to Safety Agri-food. Firstly, this part did factor analysis to find out the major risk factor; then did empirical analysis using binary logistic regression to find out the main factors, determined the extent of their influence, and tried to make the analysis and interpretation.Partâ…¤:Conclusions and Recommendations. This part summarized research conclusions and inspiration, and brought forward the corresponding countermeasures for government and enterprises (producers).Conclusions and implications of this study can be summarized as:(1)There is considerable potential demand for safety agri-food. Chapterâ…¢results showed that consumers would buy more safety agri-food, which reflected the attitude of consumers on the safety agri-food), then explained safety agri-food have broad market prospects.(2) Notwithstanding the vague awareness of the threat caused by safety problem of agri-food, consumers purchase intention and behavior are subject to greater influence of the risk perception.(3) Consumers purchase behavior to safety agri-food will be in large part the impact of purchasing atmosphere.(4) Consumer willingness and behavior to buy on the safety agri-food will also be a large extent subject to the impact of response-based risk awareness.Around the above conclusions, we will make accordingly recommendations for the government and enterprises. The government should be able to:(1)promulgate relevant policies and legislation to promote safety agri-food; (2) disseminate knowledge, and form consumption atmosphere of safety agri-food. Enterprises should:(1)enhance their production and operation management; (2) make quality control, boost industrial development with technology; (3) make great efforts to expand sales channels, improve channel management capabilities; (4) enhance advertising and sales promotion.