The Study On Organic Food Purchase Intention Of Consumers In China

In China, with the exposure of food quality and safety events, consumers paymore and more attention to food quality and safety, and the voice to safe, healthy andpollution-free organic food is higher and higher, consumption organic food hasbecome a major trend. Based on the above research background, this project seemsthe consumers of organic food intention as the main object of study, aims to analyzethe influence of each key factor in consumer purchase intention, and also analyzes theinfluence of different factors on the degree of consumer purchase intention, so as toreveal the organic food purchase motivation and influencing degree on purchaseintention.In order to study the Chinese consumers’ intention to buy organic food, based onthe theory of planned behavior, this article build the consumer purchasing organicfood intention model, and study its influence on consumer purchase intention oforganic food, at the same time, taking into account characteristics of the purchaseunder the Chinese background, develop the new theoretical model which is applied tostudy the consumers purchase intention. This paper makes a further study on theinfluencing factors of consumer attitudes towards organic food, and sequences theimportant degree of different factors. This study will help to promote the healthydevelopment of organic food industry in our country, provide theoretical support anddata support for the China’s organic food regulatory policies and specific work carriedout, has a strong practical significance.