Study On The Influencing Factors Of Consumer Behavior Of Edible Fungi In Hebei Province

In the report of the 19 th National Congress,the main contradictions in China’s new era society have changed from "the growing material and cultural needs of the people" to "the people’s growing needs for a better life." As living standards improve,people’s demands for food are also coming.The higher.The demand for high-protein,low-fat and healthy food is increasing.As a food,edible fungi gradually enters people’s lives and becomes one of the indispensable vegetables in the “food basket” of residents.It has become the “food,grain and fruit” in China.In the fifth largest industry after oil,many poverty-stricken areas use edible fungi as the preferred industry for poverty alleviation,which plays an important role in increasing farmers’ income.Hebei Province is a large province of edible fungi production in China.In 2018,the output of edible fungi in Hebei Province was 3.02 million tons,ranking fifth in the country.However,the consumption level of edible fungi in Hebei Province is not high.Many consumers have insufficient nutritional value for edible fungi.Understand,there is no fixed consumption habits,resulting in insufficient consumption of edible fungi in Hebei Province.The main body and core of the market are consumers.Only by focusing on developing and creating a consumer market can the edible fungus industry maintain a healthy development state.Therefore,it is of great significance to study the consumer behavior and its influencing factors of edible fungi in Hebei Province.This paper first summarizes the characteristics of the production and consumption of edible fungi in Hebei Province,and finds that the scale of edible fungi industry in Hebei Province is expanding continuously,the production varieties are continuously enriched,the production layout is gradually stable,and the total output of edible fungi is the fourth in the country,but the consumption is lower than the national level.Secondly,using the theory of planned behavior to construct 19 influencing factors of consumer behavior of edible fungi,combined with the concept of consumer behavior,the consumer behavior is divided into two parts: “consumer willingness” and “consumption behavior”;on this basis Taking the consumers of Hebei Province as the research object,through questionnaire survey,445 questionnaires on the behavior of edible fungi in Hebei Province were statistically analyzed,and it was found that the awareness level of edible fungi in Hebei Province was low and there was no fixed consumption.Habits,there is no absolute conversion relationship between consumption willingness and consumption behavior of edible fungi,and the conversion rate is low.Again,the binary logit model is used to empirically analyze the influencing factors of consumption intention and consumption behavior of edible fungi,respectively The key factors affecting the willingness to consume bacteria and the behavior of consumption,the key influences on the two The comparative analysis showed that the consumer willingness to consume edible fungi in Hebei Province was transformed into the constraining factors of consumption behavior,such as the understanding of edible fungi,the price and availability of edible fungi,etc.Finally,based on the above research,Hebei Province was obtained.The development of the edible fungi industry continued to grow,the consumption space was wide,the cognitive level of consumer mushrooms in Hebei Province was low,the consumer behavior was affected by multi-dimensional factors,and the consumption willingness and consumer behavior of consumers in Hebei Province were deviated.It also proposes countermeasures such as improving the taste and cooking style of edible fungi,strengthening the promotion and guidance of edible fungi,standardizing production of edible fungi,accelerating the upgrading of edible fungi industry,expanding marketing channels for edible fungi,and reducing the production cost of edible fungi.The innovation of this paper lies in: First,the binary Logit model of consumption intention and consumption behavior of edible fungi is constructed.According to the concept of consumer behavior,consumer behavior is divided into two aspects: “consumer willingness” and “consumption behavior”.According to the theory of planned behavior,19 potential factors affecting consumer behavior of edible fungi are designed and implemented in Hebei Province.Investigate and collate the results of the questionnaire to establish a binary Logit model of consumer willingness and consumer behavior.Second,it confirms the relationship between consumer willingness to consume and consumption behavior.Through Pearson correlation analysis,it is verified that there is a positive correlation between consumption intention and consumption behavior of edible fungi,but the correlation coefficient is small.Based on the conclusions of this study,the restrictive factors of the consumption intention of edible fungi into consumer behavior were further studied and analyzed.