Research On Lemon Effect Of Green Agricultural Products In Henan Province

Since introducing the sustainable society, especially the universalism and popularity of theconcept of green consumption, consumers is improving the quality of life, but also continue to improve thequality requirements for agricultural products. Especially in recent years, more and more rice polishing,clenbuterol and other agricultural products quality and safety incidents occur, the instability quality ofagricultural products in market stimulating demand effects of green agricultural products, therefore rapiddevelopment. Green agricultural markets in Henan is roughly convergence in the types of products andfeatures with other provinces, in the discussion of the article we call pollution-free agricultural products,green food and organic produce as green agricultural products. No pollution, high safety factor, high-quality,multi-nutritional characteristics, have a very comprehensive set of quality control standards and controlsystems, through rigorous testing and certification procedures are the characteristic of Green agriculturalproducts, and atfer registration and application, typically they will be a brand product, has a certainintensit"y brand effect. The "Ji Er mi of Chinese Rice, the price is even ten yuan higher per kilogram thanordinary rice, but people are still rushing to buy; although the price are5-10times higher than the samekind of non-green agricultural price, consumers are still rushing to buy. Due to the relatively low incomelevel in Henan province, the green agriculture market here in recent years is not prospered, and at the sametime, with the sharp expansion demand of this market, the rapid development of modern agriculturetechnology has strengthened the complexity, heterogeneity and selectivity of green agriculture products’supply in the markets, as well as the uncertainty of these products quality. Lemon effect in agriculturemarkets, especially in those on which people cast more trust, are exerting its influence fiercely, so it isurgent to eliminate lemon effect and standardize the market.Based on the phenomenon of high price, low quality in green agriculture products market inHenan province, this thesis is aimed at analyzing the relations between producers, buyers and sellers ofgreen agriculture products and their behavior in obtaining maximum profitability, making a furtherunderstanding of the influence of lemon effect on green agriculture products market and the internalmechanism, and then reasonably putting forward corresponding avoiding solutions, thus makingbreakthrough in the development bottleneck of green agriculture products market and helping to achieve better and faster development in green agriculture products industry in Henan.