A Study On The Influencing Factors Of Consumers' Organic Food Purchase Decision In Yangzhou City

The food safety issues have been occurring frequently for recent years in China, and the Consumers are concerning about food safety more and more increasingly. The market of organic food is developing rapidly in domestic, which is based on such a serious food safety problem.The natural, clean, safe and nutritious organic foods do not use pesticides, fertilizers, hormones, genetically modified and other synthetic materials and technologies, which aggravate rapid development of organic food at the same time. Studying the decision factors of consumers who will buy some kind of organic food has a great practical significance. Meanwhile, it also has its positive values to promote the development of research and theory of organic food. In addition, by knowing and understanding consumers’attitudes to organic food, payment and purchase intention and actual purchase behavior, analyzing the actual factors provide a basis for the introduction of relevant government policies and regulations, the government has more inspiration to make relative policies and production and marketing enterprises of organic food have more enlightenment to formulate the marketing strategies, furthermore, which will promote the healthy development of organic food in domesticThe main issues to be addressed in this article:First, build theoretical model based on the factors that consumers purchase organic food; the second is to analyze the categories of factors affecting consumers buy organic food and to explore the specific impact of these factors’ influence in the direction and extent. Focusing on these two key issues, we fist define the relevant concepts in this article on, and reviews related basic theories and literatures; then, we propose hypotheses to be verified and build theoretical framework that factors influence consumers’decisions in purchasing organic food; after that, we take Yangzhou consumers as a sample, using descriptive statistical analysis, variance analysis, regression analysis and empirical methods of SEM analysis to analyze the factors that influence consumers buying decisions.The conclusions:(1) Consumers have a high price sensitivity, premium level on consumers of organic food is about 20%, which is far lower than the actual premium level on organic food market. In addition, we find that consumers’paying willingness will make differences because of the specific types of organic foods:Consumers for organic rice refer to the lowest premium level, the highest premium level belong to the organic seafood. (2) Consumers’willingness to buy organic food is higher than the actual purchase behavior, low frequency of buying, the limited amount of consumption, and more for themselves and their families to eat. (3)Consumers’ attention to protect environment stand at the middle level, consumers concern more about food safety, health than environmental protection. This shows that people pay more attention to the quality of life and a healthy diet with the improvement of people’s living standards; on the other hand, it reflects that China’s food security has occurred so frequently, threatening people on the table. (4) Consumers lack of understanding and trust about organic food, also show a low appraisal. What’more, some consumers in the survey reflect their mistrust to production and marketing enterprises of the organic food and the relevant regulatory authorities, indicating that the integrity issues of the enterprise and the regulatory negligence of relevant departments also reduced consumers’confidence and the level of trust and evaluation in organic food.(5) Factors of consumers purchasing and choosing organic food:consumers’ income, degrees of concerning about environmental protection, and health and food safety as well as product quality, organic food, prices and market characteristics.(6) Consumer’s gender, age, education, marital status, whether having children or not, as well as consumers’ attitudes towards organic food have no significant effect on purchasing dectsions.The research inspiration:On the one hand, enterprises should improve their marketing strategies of product, price, place and promotion, which will ensure marketing to be more effective, sates more increasing and earnings more getting; on the other hand, enterprises should think highly of the integrity to enhance consumers’confidence. At the same time, the market regulators should enforce laws and regulations strictly in order to maintain the market order of organic food.