Research On The Willingness To Buy Camellia Oil Of Consumer And Differences

At present, the degree of dependence on foreign of soybean is 78.7%, and the degree of vegetable oil is 31.7%; At the same time, with the rapid development China’s industrialization, informatization, urbanization, the shrinking of arable land is an irreversible trend, and it is impossible to relying on the expansion of farmland acreage of oil crops to meet the growing demand for vegetable oil; In 2030, forest woody grain production capacity will reach 7.35 million tons, equivalent to 3.64 billion kilograms of grain production, and woody grain and oil production will be up to 31.5 thousand tons, according to the standard of heat conversion, equivalent to 17 million tons of food production; In 2050, forest woody grain production capacity will reach 10.57 million tons, equivalent to 5.28 billion kilograms of grain production; According to the (National Camellia Industry Development Plan (2009-2020)》, to the year of 2020, the national camellia production will reach 2.5 million tons, equivalent to 0.6 million tons of camellia oil production; If the quantity of camellia oil consumption can reach this level, it will save 3.7 million tons of soybean; In 2011, the quantity of soybean imported of China is 52.64 million tons, equivalent to saving 4.3 million mu of arable land; Therefore, according to this ratio calculation, only camellia oil can save 30 million mu of arable land; Camellia, as the Chinese endemic species, mainly grown in the mountains, hills and other areas, not only can save arable land, and decrease the degree of dependence, but avoid the adverse effects brought by the oil and food price fluctuation on the domestic supply.With the introduction of the policy and funding, the scientific research on camellia oil has made considerable progress, and provides a solid technical support on the development of camellia industry; Whereas, the continued development of the industry depends on the final market demand; Based on the above, the paper used the theory of planned behavior and structural equation model to analysis the willingness of consumer to buy camellia oil and influencing factors based on a sample of survey data of 189 consumers in Fujian province; the result shows that:attitude, subjective norm, and perceived behavioral control have a significant influence on the willingness of consumer to buy camellia oil and coefficient are 0.458、0.348 and 0.304; Then, according to the results, some of measures has been proposed:increasing the publicity of nutritive value and the function of health protection; expanding the market coverage of camellia oil, and improving the convenience of purchase; improving the quality of distinguishing quality certification mark.