A Study On The Purchase Intention And Behavior Of Consumers' Organic Agricultural Products In Chengdu

In 2016,there have been nearly 20,000 food and agricultural safety accidents in China.Environmental factors and human factors have made the production of agricultural products most vulnerable to safety risks,which has caused consumers to worry about the safety of future agricultural products.The increase in income and living standards of some consumers makes it difficult for ordinary agricultural products to meet their needs in terms of safety and quality.Therefore,organic agricultural products with good value attributes such as safety,health and green have naturally become better choices for consumers.At present,academic research on agricultural products and food consumption is concentrated in coastal developed cities such as Beijing?Shanghai and Guangzhou.There are few studies on the western region.As a western city with strong economic strength and resource endowment,what factors are restricting and promoting Consumers' consumption of organic agricultural products? This paper takes Chengdu as the research location and takes the consumer survey questionnaire in Chengdu as an example to study consumers' intention and behavior to purchase organic agricultural products,which will have important reference significance for the development of organic agricultural products in Chengdu.This paper uses literature research method,descriptive analysis method,empirical analysis method and questionnaire survey method to study the purchase intention and behavior of consumers' organic agricultural products in Chengdu.Firstly,we will sort out relevant researches on consumer purchase intentions and behaviors and organic agricultural products at home and abroad,and then analyze related theories.Secondly,we will issue questionnaires and describe the statistical analysis of collected questionnaires to explore consumers' understanding of organic agricultural products.?the intention to purchase and other characteristics.Finally,using the survey data,constructing the logit model to empirically analyzethe consumer's intention to purchase,and a multiple linear regression model is constructed to empirically analyze consumers' purchasing behavior.The main conclusions of this paper are as follows:(1)Consumers in Chengdu have a higher level of understanding of organic agricultural products,but they are still lower than the cognitive level of developed countries and coastal cities in China;(2)the premium level of organic agricultural products that can be accepted by consumers in Chengdu is About 20%,but the actual premium of organic agricultural products is much higher than this,calling for reasonable pricing of enterprises,in addition to consumers' intention to purchase,but declarative preferences and actual purchase behavior are biased,enterprises should pay attention to them;(3)purchase intention: Consumers' perceptions of organic agricultural products,attention to environmental issues,and incomes have a significant impact on purchase intentions,but the effects of age,gender,and brand are not significant.(4)Purchasing behavior: consumers' understanding of organic agricultural products,income and other five variables will have a significant impact on the purchase behavior.To this end,this paper suggests that consumers should improve the ability to identify organic agricultural products;it is recommended that enterprises enhance consumers' awareness of organic agricultural products through multiple channels,and at the same time expand sales channels,establish an Internet + sales model,and secondly strengthen consumers' trust in organic agricultural products identification.Finally,reasonable pricing is required;it is recommended that the government should crack down on unscrupulous merchants who illegally sell organic certification marks in the market,secondly establish a third-party certification body's accountability system and establish a mechanism for information disclosure of food and agricultural products enterprises,Finally,it is necessary to eliminate the vacuum of government functions in the supervision of organic agricultural products.