Research On The Consuming Behavior Of Green Agricultural Products And Its Influencing Factors

With the continuous and rapid development of economy and the improvement of people's living standard,people's consumption habits and consumption patterns have been greatly changed,and the requirements for food safety are constantly improving.But because of the frequent exposure of food safety events,the problem of food safety has become the focus of attention of consumers.Therefore,the development of green agricultural products is the best choice to solve food safety and protect consumers' health and environment.It is also an inevitable choice to promote sustainable development of agriculture and enhance the international competitiveness of China's food industry.The primary task of expanding the market of green agricultural products is to stimulate the green demand of consumers.The market prospect of green agricultural products depends mainly on the attitude of consumers and their buying behavior.Therefore,the research direction of this paper is the research on the subject of demand,that is,the research of consumer motivation and behavior.The purpose is to provide theoretical and practical basis for promoting the rapid development of green agricultural products consumption market and promoting the development of green food industry in Shanghai by analyzing the factors that restrict the consumption of green agricultural products.Green agricultural products are different from the conventional food,but it's a new thing.As the main body of the market demand for green agricultural products,do urban consumers buy green agricultural products? What factors are they affected by their choice behavior? What are the direction and extent of the influence factors? This is an urgent problem to be solved in this study.In this paper,green agricultural products as the research carrier,on the basis of literature reading,construct the green agricultural products purchase factor theoretical model,taking Shanghai city consumers as the research object,through the combination of field survey and network survey,284 effective questionnaires are collected,and then through the empirical test of the theoretical model,get the green agricultural products consumption characteristics and the main factors of Shanghai city consumption of green agricultural products.In the part of empirical research,set 10 variables to reflect the green agricultural products consumption motivation,Use factor analysis method to analyze the attitude variables related to consumer motivation,obtain meaningful motivation factors from this method,and then perform two element regression regression analysis with other variables.The results show that green agricultural products have certain market prospects,and studies confirm that consumers' cognition level has a significant impact on consumers' choice behavior of green agricultural products.most consumers of green agricultural products are sensitive to quality and price,Indicates that quality and price affect consumers' selections,regression results also show that the consumer's age and consumption habits will also affect the consumer's purchase decision.Finally,paper puts forward some suggestions from the government,the enterprise,the consumer's point of view: such as,the government should set up the regulatory mechanism of the price of green agricultural products.enterprises should make correct positioning for the consumer market,expand sales channels of green agricultural products;consumers should improve the green agricultural product identification ability by themselves.