Research On Harbin Residents’Consumption Of The Green Food

With the improvement of people’s living standard, more and more consumers demand for divers and high quality products. Green food has been developed rapidly because of its’safety, high-quality, pollution-free and satisfies the demands of consumers. As one of the earliest cities in developing green food in China, Harbin has excellent natural conditions and after more than20years of development, its’ green food development has made remarkable achievements. But, the enthusiasm of consumers to buy green food is not high as imagined. Production and marketing can’t effective connection, and has not yet formed mature consumer. Consumers range is smaller and purchase quantity is less, lead to oversupply of green food market. It has seriously affected the market competitiveness of Harbin green food. And it has restricted the consumer purchasing behavior. As the main development base of green food in China, dealing with problems of Harbin green food consumption, for pushing forward the development of green food industry in heilongjiang province and even the whole country has important practical significance.This dissertation applies an exploratory research to examine consumers’ green food consuming behavior through taking the Demonstration Analysis of Harbin City green food consumer’s behavior as an Example. The objective of this research is to find out the related factors that affect consumers to choose and buy green food. To promote the growth of Harbin green food consumer market, and push forward the development of Harbin green food industry, and boost the rapid growth of economy, and increase the income of the peasants, and accelerate the process of Harbin agricultural modernization.First of all, in this paper, on the basis of summarizing the predecessors’ combination of consumer behavior theory knowledge and sustainable development theory, well analysis of the current situation and exist the problems of Harbin green food consumption. It’s including green food’s consumers, the price of the green food, the quality of green food, and the promotion of green food. The problems are that the consumer is relatively single, consumption amount is less, consumption idea is lag, consumer psychology is not sound, and consumer’s income is low, green consumer spending is less, consumer confidence is insufficient, consumption environment is very bad, consumer guide is not scientific, green consumption propaganda is not enough and so on.Secondly, this dissertation applies an exploratory research to examine consumers’ green food consuming behavior through taking the Demonstration Analysis of Harbin City green food consumer’s behavior as an Example. This paper has analyzed purchase of forest food by investigating808respondents who live in Harbin city. After building regression model of the residents’ willingness to buy forest food, purchase number and amount, this paper has found main effective factors of urban residents’ demand for forest food. Regression results show that family income and understanding level of forest food impact urban residents’demand for forest food greatly, and gender, marital status, broadcast television, expert consultation also affect residents’ demand for forest food.At last, it bases on the result of the regression model, this paper puts forward countermeasures. It’s including that developing social economy, increasing the income of consumers, strengthening the government’s supervision, creating a favorable market environment, more research and development of green food, reducing the price of green food, enhancing the publicity of green food, improving the cognitive level of consumers, increasing the intensity of support, actively developing green food industry.