Research On The Fators Of Urban Residents' Willingness To Buy Mushroom

With the development of the economy and society of China, Residents' income level is becoming higher and higher and people's food demands also increased. The green food such as low sugar, low fat and high protein food consumption demand is increasing. The sale of this kind of food has maintained strong growth momentum. Edible fungi are rich in nutrients, taste delicious, green health food, and are one of the three major foods for our human. It also has very high medicinal value, generally favored by the majority of consumers. Meanwhile, the mushroom industry is an important agricultural industry, the following branches and development potential of the emerging industry, following the grain, cotton, oil, vegetables, fruit, after the sixth largest industry. In many areas of economic development it is a pillar industry. It plays an important role for the peasants to increase income and an important way to resolve the issue of agriculture. The text has the six parts:In the first part, the author introduces the edible fungus industry development present situation and problem and the significance of the topic, literature review, research ideas and methods for a comprehensive introduction. And then it puts forward the idea that the research for the consumption willingness of edible fungi will have important practical and theoretical significance.In the second part, the paper summarizes the related theory. Exploring the market of edible mushroom industry is a necessary work, and analyzing consumer spending edible fungus intention is to develop the market method source and important guarantee. From the demand theory, this article explores the consumer for food and mushroom demand. It breakthrough analyzes consumption cognitive and purchase intention relationship. Then this paper discusses how to improve consumer to consumer cognitive deficiency of edible fungi. Then it construct the utility functions, edible thoroughly analyzed the mushroom binary utility and two big functions factors, namely general use function and performance and transcend and consumption grade and the relevant health, environmental protection and ecological functions transcendence to use a function. This paper argues that the health food consumption is ultimately social consumption of guidance and mainstream. Fungus food of binary value structure of products and transcend the basic values of consumer preference feature, make consumers of food from the utility of evaluation are pays attention to food and clothing for gradually transform paid more and more attention to health, nutrition, environment, rational and cultural psychology satisfied. From fungus food's own characters look, the basic values of consumer preference beyond under certain conditions had an increasing trend.In the third part, the article briefly summarized the influence factors of edible fungi purchase intention, including macro and micro factors. The former includes:the consumption policy, consumption habits and concepts, government procurement and consumer behavior orientation, social class, etc. The latter include:family income, individual consumer preferences, family scale and the purchase decision, consumption values, groups and purchase atmosphere, around the safety and health needs etc. Then the text establishes theory frame-chart for the influence of edible fungi purchase willingness.In the fourth part, this paper studied the edible fungus consumption situation, in Wuhan, Hubei province empirically. It surveys edible fungus cognitive degree, risk perception, purchase willingness and purchasing behavior and consumer's relevant improvement measures and Suggestions, etc. From the overall, the author thinks that consumers for edible fungus cognition also not clear, brand and varieties of cognition are not high, The consumer decision-making is optional, the price elasticity of edible fungi is less sensitive, to ensure that the fresh mushroom, strengthen the safety and health of edible fungi. If the edible products quality is improved, its price could be made higher.In the fifth part, the paper presents some suggestions. For the Government, they should do these things:In terms of policies and laws and regulations to encourage the development of mushroom industry; to strengthen enterprises in their development, to make efforts to improve the mushroom industry level as soon as possible; actively training in the new century talents mushroom industry, strive to improve the technology content of mushroom industry; speed up the edible fungus production scale; spread knowledge, promote scientific mushroom production and consumption. For the enterprise, they should do these things:to create excellent brand; to develop different pricing policies, and actively making advertising; continuously improve product quality; market-oriented, and constantly blaze new trails and more.