Research On The Influencing Factors Of Forest Therapy Consumption Demand

It has become an important strategic choice for China to build a "healthy China" that gives priority to the health of the whole people,a "beautiful China" that strongly promotes the construction of ecological civilization,and the promotion of consumption and expansion of domestic demand in the economic field.The number of sub-healthy people in China is increasing year by year,and the demand for green consumption,improving health and pursuing high-level products and services has gradually become the focus of people’s concern.The forest therapy industry,which is rising gradually,has developed rapidly because of its advantages in meeting the multi-level needs of residents such as green products and services,health and safety,and spiritual needs.Based on the summary of the theory of consumption demand,this paper conducts questionnaire design and investigation based on the theory of planned behavior and maslow’s hierarchy of needs,and constructs the structural equation model of the influencing factors of forest therapy consumption demand.The research shows that the consumption demand of forest therapy is mainly affected by the consumer’s behavior attitude and perceptual behavior control.Based on the research and analysis of the influencing factors of the consumption demand for forest therapy,the following countermeasures and Suggestions are put forward: First,design multi-level forest therapy products,encourage forest therapy to provide health care for the elderly,and help alleviate poverty.Second,enhance the objective ability of residents to participate in forest therapy,and lay the foundation of consumption strategy;Third,the government and enterprises should make concerted efforts to build a coordinated development model of government,enterprise,forest,consumer and society.