An Empirical Study Of Green Food Repurchase Intension And It's Factors

In resent years, food safety incidents occur very frequently in china and we encounter a very grave food safety situation. Green food is the best way to resolve these problems. Compared with developed countries, China green food industry is relatively young. We don't have a perfect production standard, consumers do not know green food well, and the demand of Green food is insufficient. In order to change this situation, we have to focus on the research of Green food consumer behavior.For enterprises, having a group of loyal customers is one of the major objectives of success, the Repurchase Intention, or RI, is a reliable indicator of psychological measurement of customer repurchase behavior. There are various factors affecting customers repurchase behavior, the western developed countries are active on the research of customer perceived value, customer satisfaction and customer trust, and construct some theoretical models. Based on these models, domestic scholars test the applicability in different products, such as service industry and IT industry. This paper constructs a theoretical model introducing the mechanism of how food quality, perceived value, customer satisfaction, customer trust and switching barriers (including switching cost, substitute attractive and origin effect) influence repurchase intention.This study makes use of questionnaire and statistical analysis software SPSS16.0, does the empirical research of the theoretical model. The results show that the theoretical model is applicable to green food. Food quality, perceived value, customer satisfaction, customer trust, switching cost and origin effect have positive influence on Green food repurchase intention. But the influence of substitute attractive is not very clear. According to the conclusions, this study presents the corresponding marketing and management proposals, such as strengthening quality management, improving quality value of green food, focusing on brand construction and increasing research investment etc.