Research On Factors That Influence Consumer's Perception Level Of CSA And Willingness To Participate

Since the reform and open policy lunched,our country's economy has entered the age of rapid development,the improvement of living standard make consumers begin concerning about healthy diet.However,the exposure of food safety events triggered the deep concern of consumers.The abuse of pesticides,fertilizers also caused severe damage to agricultural environment.It was under this background that the community supported agriculture(CSA)— a new ecological agriculture pattern quietly emerging in our country.Since this model focus on food safety,advocates green consumption concept,it develops rapidly in the domestic,and attracts general attention from many scholars.From the perspective of consumers,this article discusses their cognitive level of CSA and participation,then combine with “Internet +” concept to explore the role of e-commerce platform in the development of CSA,in order to provide theoretical basis and data support for CSA promotion.This study begins with a review of literature,and put forward the research questions based on previous academic studies of CSA.Then build theory model framework about consumers' cognitive level of CSA and their willingness to participate..Then,it designs questionnaire reference to early research problems and the study of related information from internet,and test the validity of the questionnaire content through preliminary investigation to finally confirm item set.After the large scale investigation,a descriptive statistical analysis is done to get basic situation about consumers' cognitive level of CSA and participation.Finally,this paper build a MVP(Multivariate Probit)model to analysis consumers' present cognitive level about CSA and influencing factors;Then built a Binary Logit model to analyze consumers' willingness to participate in CSA and factors affect their participation.This study use MATLAB software and SPSS software to solve the model,in order to test the above hypothesis.Through the research,we reach the following conclusions:personal and family characteristics have different influence on customers' perception on CSA and willingness to participate;Consumers with strong food safety consciousness show higher awareness and participation of CSA;consumers who collect information and buy fresh food through the internet show higher perception on CSA;community factors have different effect on perception level and willingness to participate;People who have experience about ecological agriculture and other related activities have higher level of perception about CSA and stronger willingness to participate;Price,quality stability,diversity and the degree of participation in decision-making are important factors that affect consumers' willingness to participate.Accordingly,it put forward countermeasures and Suggestions.