Study On The Purchase Intention And Influencing Factors Of Imported Organic Milk By Consumers

In recent years,the frequent occurrence of food safety problems in China,especially the occurrence of milk safety incidents such as melamine,has made consumers lose confidence in domestic food safety and turned their attention to foreign organic products.In this context,it is of practical significance to study consumers' purchase intention of imported organic milk,to analyze the factors affecting consumers' purchase intention of imported organic milk,and to analyze the impact intensity of different factors on consumers' purchase intention from various aspects.In order to make this study more in line with the purchasing intentions of Chinese consumers for imported organic milk,this paper combs the relevant literature,assumes based on consumer behavior theory,constructs a purchasing intentions model of consumers for imported organic milk,designs questionnaires for empirical research,and distributes and collects questionnaires to 2349 consumers to obtain the research needs.Data.This paper analyzed the consumers' willingness to buy imported organic milk and its influencing factors from five factors: consumers' perception of food safety risk,subjective norms,differences of origin countries of imported organic milk,product perception and personal characteristics.According to the fitting effect of coefficient obtained by structural equation model analysis,the above five factors have a strong explanatory power for consumers' purchase intention of imported organic milk,and through independent sample T test,the factors affecting consumers' purchase intention are analyzed.The conclusions are as follows:(1)Domestic consumers have low awareness of organic milk,and food safety issues have a negative impact on consumption of imported organic milk.(2)According to the structural equation saliency analysis,it is found thatsubjective norms and source country differences have the greatest impact on consumers,indicating that domestic consumers are vulnerable to the behavior of other consumers when consuming,and the image of the source country of imported organic milk,the advantages and disadvantages of milk sources and production technology have a significant impact on consumers.(3)In the analysis of the choice frequency of consumers' personal characteristics,it is found that consumers aged 18-30 show interest in new things and are easy to accept the influence of new things.At the same time,it is found that families with children under 12 years old prefer imported organic milk with relatively good reputation because of the safety problems of domestic milk industry and the consideration of children's safety.According to the conclusion of the empirical analysis,the countermeasures and suggestions are put forward to promote the development of domestic organic milk production enterprises and the better entry of foreign organic milk production enterprises into the Chinese milk market,which has certain reference significance for improving the quality and safety of organic food in China.