The Research On The Consumer Premium Purchasing Behavior Of Safe Agricultural Products

As the necessities of human life,the security of agricultural products is the key to survival and development.At the present stage,the types of food available for consumption are increasing,but the quality and safety problems are endless,"Green barrier" leads to the international trade friction.The quality and safety problems of agricultural products have become the main contradiction of current consumer spending and purchase,which restricts the development of China’s agricultural market.Consumer demand for safe agricultural products is the basic power to promote the development of safe agricultural products market.Therefore,it is of great importance to do the research on the premium of safe agricultural products consumer buying behavior.This paper is based on the consumer motivation theory,consumption attitude theory,consumer purchasing behavior theory and consumer behavior black-box model,builds consumers’ safety premium purchase behavior model of agricultural products.Firstly,the stimulation of agricultural products quality,price,sales channels,spread and promotion methods as external stimuli affect consumers’ motivation cognition,attitudes,and behavior.Secondly,the consumers are affected by the feature of consumer individual,family and social factors,which further influence consumer buying behavior at a premium.This paper takes the resident consumption to organic black porkin in Shandong Province as an example,using economic experiment method to construct multiple disorder logistic regression model and multivariate ordinal logistic regression model empirical,analyses the consumer factors which influence the consistency of safe agricultural products purchase behavior and premium payment behavior among agricultural products.The factors affecting consumers’ safety premium purchase behavior are also discussed in this paper.Empirical analysis results show that: The influencing factors of consumers’ buying behavior and premium payment behavior are inconsistent.On one hand,Consumers’ income level,reasonable price perception,the pursuit of the children’s health,the purpose of giving the products relatives and friends gifts,source of access to information,purchase convenience,and quality safety cognition,understanding,freshness have a positive impact on both of them.On the other hand,consumer buying behavior is also affected by gender,age,education.Consumers’ acceptance of the premium level has a significant positive influence on their buying behavior.The current level of consumer awareness of safe agricultural products is relatively low,higher price levels hinder the consumer’s premium buying behavior,the appropriate premium price of safe agricultural products is around 2 times.So,we should strengthen the propaganda of the consumers’ knowledge of safe agricultural products,through advertising,network and other media to give scientific reports,and actively guide consumers to establish a safe and healthy consumption concept,accept the organic lifestyle.Enterprises should establish brand awareness,marketing mode innovation,accelerate the development of the agricultural products processing industry,and stimulate farmers safe agricultural products innovation vitality,improve the agricultural enterprise benefit coupling mechanism,thereby reduce the basic price of agricultural products.The government should strengthen the supervision,improve the self-discipline of supervision departments,certification bodies and enterprises,strictly enforce the certification procedure,effectively improve the consumer premium purchase behavior of the safe agricultural products.