Study On Urban Residents’ Purchasing Intention,Behavior And Influencing Factors Of Functional Foods

The functional food industry in China starts later than the foreign market,but it grows rapidly and becomes one of the most living industries after decades.As Chinese functional food market expand rapidly,various problems and crisis events are also growing,so the transformation of the functional food industry is imminent.Based on the background above,we make a questionnaire based on the theory of consumer behavior,and distribute to the urban residents to survey their attitude and purchasing intention of the functional foods.Then it systematically analyzes the influencing factors of consumers’ purchasing intention and behavior,which can enrich and develop the field of functional food consumption behavior research,and provide theoretical and realistic marketing strategy to functional food enterprise.In research,attitude toward the behavior,social factors,context factors and convenient conditions are considered as the independent variables.The conclusions mainly include:First,attitude toward the behavior,social factors,context factors impact the purchasing intention positively,and the functional food purchasing intention can effectively predict the actual purchase behavior.In addition,convenient condition also can help consumers’ purchasing intention to realize as the actual purchasing behavior.Second,group analysis shows that different demographic factors have different impacts on consumers’ purchasing intention and purchasing behavior.To the consumers of different gender,women are more likely to generate impulse when buying functional food,they always show more interest in functional food compared with men.However,men are easier to put into practice when they once have purchasing intention.For different ages of consumers,their attitudes toward the functional foods have no much difference.Maybe with the work and life pressure in aging society,more and more young people begin to pay attention to health care,and young people eat functional food to help with fitness and beauty,the elderly mainly consider the goods for its health benefits and health care.At the same time,the behavior of the young people are more susceptible to the influence of reference groups and convenient conditions,older people are more susceptible to context factors,such as buying atmosphere,customs,etc.Make monthly income as regulating variable and analysis results show that,high-income people are more likely to buy functional foods compared with low-income people when they have the purchasing intention.