Research On Influence Factors Of Green Aquatic Product Purchasing In Shanghai Uptown

Green food has been developing in our country for20years. From just concept atfirst, then to developing overall, now to marketization and internationalization, greenfood has achieved staged success in the country, known and accepted by people.Investigating from place to place, a number of scholars devoted themselves tostudy of influencing factors of green food purchasing, and have acquired preciousachievement. But with regard to green aquatic product, which is a part of green food,especially famous Yangcheng lake crab, no one has ever studied its influencing factorsof purchasing. Taking Yangcheng lake crab as a representative, this paper searches theinfluencing factors of green aquatic product purchasing in the area of downtownShanghai in an empirical way. Its target is to let customers know more about greenaquatic product and green label, to provide evidence for corporation to promote greenmarketing, optimize the marketing communication and subdivide the market, to help thegovernment make policies related, and to promote the education of green consumptionaround the whole society.This paper is divided into six chapters, which are introduced as follow:Chapter one is introduction, and there are three parts of it. Part one is aboutbackground, introducing the three phases that green food has developed in our country.Part two is the target and significance of this study. The target could be concluded intoanswering three questions:1, How is the basic situation of green aquatic productpurchasing in downtown Shanghai? Any characteristic?2, What influence thepurchasing of green aquatic product in downtown Shanghai? How? Notable?3, Howmuch does green factor influence the purchasing of Yangcheng lake crab? Part three isthe technological process which gives a flow chat.Chapter two is literature review, divided into four parts. The first three parts are literatures relatively about definition of green food, consumption and factors ofpurchasing. Partfour is about green aquatic product, in which scholars researched itfrom different aspects such as concept understanding, process of producing and greenbarrier.Chapter three is theory and model, divided in to four parts. The first three partsbriefly state microeconomics, consumer theory and signal game. The fourth part bringsthe model of this research, and suggests some hypothesis from six aspects: characteristicof population, purchase situation, perception, trust, environmental attention and healthconsciousness. All the hypothesis are presented as “the variable influences remarkablyon the purchase of green aquatic product.” Hypotheses are proved in chapter five.Chapter four is descriptive analysis, which is divided into seven parts. The firstpart is the process of this research, including design of the questionnaire and method ofthe research. Aiming at different groups of interviewee, the questionnaire is subdividedinto paper a and paper b. In all,346effective questionnaires were finally taken back.The method is randomized block visit in specific locations, and to finish thequestionnaire in the face. The locations are distributed in super markets, exclusive shopsand parks, residential quarters in shanghai’s five administrative area. Part two to partseven preliminarily introduce the investigation results of the six aspects mentioned inchapter three with tables or charts.Chapter five is model analysis, with five parts. Chapter one is oneway ANOVA onpopulation characteristic and purchase situation. Variables that are not able to beanalyzed in oneway ANOVA because of data nonhomogeneity turn to be done withnonparametric analysis. Part two and part three is multiple linear regression analysis onperception, trust, environmental attention and health consciousness. Before theregression analysis, it is necessary to do reliability analysis (Cronbach’sα) and validityanalysis (factor analysis) on all the questions under those variables. Part four sorts theanalysis results and proves the hypotheses. The first four part all take Yangcheng lakecrab as a representative to research the factors of green aquatic product purchasing,while part five independently analyzes how green factors influence Yangcheng lakecrab purchasing. This part is mainly discussed descriptively.Chapter six is conclusion and discussion, with five parts. Part one presents theconclusion officially: in characteristic of population, age, income, cultural level, marital status and child remarkably influence green aquatic product purchasing, while sex andjobs have no notable influence; in purchasing situation, purpose, price attitude andlocation attitude remarkably influence green aquatic product purchasing; in subjectivefactors, trust, environmental attention and health consciousness remarkably influencegreen aquatic product purchasing, while perception doesn’t; high grade and deliciousare the two core factors that influence Yangcheng lake crab purchasing, instead of greenfactors. Part two gives suggestions to enterprise’s marketing management andgovernment department involved, pointing that enterprise should enhance publicityabout green factors, and government department should strictly manage the conferringand using of green label. The last three part are relatively about the innovation,deficiencies and research fields in the future.