Study On The Related Factors Affecting Consumers Buy Organic Food

In recent years, happened to turn the world upside down changes Chinese economy, people’s living standard has been improved, urban residents expend increasing expansion on food purchase. At the same time, the quality and safety problems of China food market broke out frequently, not only harm the sustainable development of food industry, also affect consumers’ trust. Organic food is safety, nutrition, environmental protection and other characteristics obtained the very big development space. Based on this, it is of great theoretical and practical significance to study the behavior of urban residents on buying organic food to organic food industry.This paper first reviews the domestic and foreign scholars related literatures of the purchase behavior of organic food, review; Then by the relevant theoretical basis of behavior in the research in this paper puts forward the hypothesis. Establish the analysis frame of FIG.finally, through the use of factor analysis and two yuan Logistic to conduct an empirical study on Lanzhou urban residents consumption data from the survey of regression analysis. The results show that: the majority of urban residents of the consumers are not satisfied with the current food quality and safety market, pay more attention to diet and health and safety, even for organic food cognition degree is not very high, still has a positive willingness and behavior on buying organic food consumers; In addition, factors of gender, family income, product attributes, health risk product attributes, health risk perception, cognition and attitude, subjective norm, the organic food purchase channels and propaganda on the seven aspects have significant influence on consumer purchase behavior of organic food.Finally aiming at the front of the theoretical review and empirical research proposed several can promote organic food market sustainable development suggestion.