Research On The Influencing Factors Of Consumers' Purchasing Behavior Of FH Organic Infant Milk Powder

Recently,with the improvement of residents' living standard and the increasing consumption level,food safety has become the focus of people all over the world.The concept of organic,green and pollution-free food is gaining popularity.Infants and young children are the hope of every consumer's family,so the health problems of infant and young children food become more important.Therefore,it is particularly important to carry out the analysis and research on the influencing factors of the consumer behavior of organic infant food.Guided by the theory of planned behavior,this paper investigates the influencing factors of consumers' buying behavior of FH's organic infant milk powder from five aspects,including cognition and attitude,subjective norms,perceived control behavior,and consumption intention and behavior.Through the establishment of the structural equation model and the use of AMOS 23 and SPSS 22 and other commonly used data analysis software,this paper analyzes the survey data of the factors influencing consumers' buying behavior of FH's organic infant milk powder.Data show that consumers' age,education background,position and other factors will have a positive impact on consumers' cognition of FH's organic infant milk powder.The attitudes of consumers' family and friends towards FH's organic infant milk powder and the general social understanding of FH's organic infant milk powder have a positive impact;Meanwhile,consumers' perception and behavior control,cognition and attitude,subjective norms and other factors will affect consumers' consumption intention to varying degrees,and consumption intention is the key to affect their consumption behavior.