The Research Of Consumer Cognition And Their Willing To Pay Of Organic Food

Recently, problem of food safety occurs frequently in China. With the improvement of both living standard and income, people pay more attention on the quality of their food. During the past three decades, more and more people chose organic food. However, there are still many problems exist now in organic food market, such as the low market competitiveness, and the market disorder. In this paper, I did a research on some consumers to find out their cognition of organic food and their willingness to pay, then draw the conclusion.This paper sorts out the relevant theories of organic food, and reviews the relevant literature at home and abroad, lists the related theories. I make a description of the data which collected by questionnaire, then use an empirical analysis to conclude the element which have influence on consumer.Accroding to the survey of consumer in Yangtze River Delta Economic Circle of Jiangsu and Jinzhong of Shanxi, this paper sort their cognition and their willing to pay of organic food, then established an. The results shows that most consumers have a relatively high level cognition of organic food, the gender, monthly income and residence of the consumers have a significant impact on their cognition. What's more, the safety of organic food, the price and the way they buy organic food influence their willing to pay.At last, the paper put forward the relevant countermeasures and suggestions to promote the development of organic food industry market:The government should improve the certification of organic food and make the traceability system of organic food better in order to guarantee the safety. The government needs to improve their regulation as well. At the same time, organic food industry should adjust the price and constructs a good faith system, broaden sales channels also make sense to their improving paying willingness. Last but not the least, it's necessary to strengthen the publicity of organic food, which helps to improve consumers' cognition level and broaden the consume groups.