The Analysis On Consumers' Purchase Behavior Of Green Agripultural Products

It is well known that the development of agriculture in China lags far behind that of developed countries due to many different factors such as "a large population with relatively little arable land,lacking of resources,serious environmental pollution,insufficient investment in agricultural technology and low productivity".Green agriculture as a new type of sustainable agriculture has been regarded as a modern agricultural model which is consistent with China's national conditions.It is not the negation to the traditional agriculture pattern,also different from the ecological agriculture and organic agriculture which are frequently discussed,but a wonderful agricultural mode that conforms to the agricultural development needs of our country according to the way of discarding the dross and selecting the essential.First,it can alleviate the pollution and ecological damage caused by the traditional agricultural development pattern,and produce safe and high qualified crops.Secondly,the combination of green agriculture and national conditions will gradually improve the quality level of products,and it is not produce organic food like organic agriculture.Moreover,the high quality products which produce by green agriculture can accord with the demand of the consumers,therefor producers can obtain certain economic benefits by producing and selling green agricultural products.All in all,it is necessary to develop green agriculture vigorously.To develop green agriculture,it is necessary not only pay attention to the production,but also focus on the sales process.But through the analysis of scholars' research results,it is founded that consumers' actual purchase intention of green agricultural is far lower behind that of theory purchase intention.In other words,the actual purchasing power is very low.So it makes sense to explore the needs for green agriculture.This paper will conduct a sample survey of consumers in Jiangxi province through online questionnaires,and then explore the influencing factors that influence consumers' purchasing behavior of green agricultural products.Through the domestic and foreign research,it is founded that when the scholars studied the influence factors of purchasing behavior of green agricultural products,they mainly concentrated insome factors such as "personal characteristics,product recognition,risk awareness,attitude,product labels".In this study,the influence factors includes " the stimulation of external information,environmental protection awareness,trust degree of government supervision and participation degree of social supervision ".The paper finally accomplished the following goals.(1)to understand consumers' cognition of green agricultural products.(2)to understand consumers' demand of green agricultural products(purchasing power).(3)to understand the consumers' trust level of government supervision and the participation degree of public supervision in Jiangxi province.(4)to analyze consumers' purchasing behaviors of green agricultural products and their influencing factors.(5)to propose some feasible solutions.In order to reach all the goals,this thesis uses different methods to analysis such as the description analysis,cross analysis and empirical analysis.It can achieve good effect through the binary Logit model on the collecting data,let the reader have a more intuitive understanding to the results of the data.The research is divided into the following six parts.Chapter1 will briefly explain the research background,significance,ideas and methods,then summarize the innovation of the article.The second chapter is the summary of the research status at home and abroad.The third chapter is questionnaire design and hypothesis.The fourth chapter is the preliminary analysis of the sample.The fifth chapter is the analysis of influencing factors of consumers' green agricultural products purchasing behavior.The sixth chapter is the conclusion and countermeasure.In this part,a summary of the main conclusion of the article and some corresponding solutions are presented.The article concludes with the following five points.(1)Many consumers have purchased green agricultural products.But purchasing power is still low.(2)Consumers' cognition of green agricultural products is still at a low level.Through cross analysis,the cognitive status of consumers increased with an increasing age.(3)The trust level of government supervision is at a moderate level,the participation level of social supervision of consumers is still low,but consumers' awareness of environmental protection is at a high level.(4)When consumers buying green agricultural products,price is an important factors And if green agricultural products are sold at a lower price,consumers will have greater willingness topurchase them.(5)There are more investigated factors that have a significant influence on consumers' buying behavior of green agricultural products."Family monthly income per capita,a family with old men over 60 in daily life,cognitive level,the stimulation of external information,the environmental protection consciousness,the trust level of government supervision,the participation degree of social supervision " all have significant positive effects on purchasing behavior,while "age,product requirements" has significantly negative influence on purchasing behavior.