| Since the new century,China’s vegetable industry has developed rapidly.Vegetable yields are rising because of the harsh treatment of chemicals,growth hormones and pesticides.The exposure of poisonous vegetable products provided by merchants in order to make profits has aroused a strong reaction among the public.With the improvement of public disposable level and consumer awareness,people’s concept of diet is changing rapidly.Facing domestic huge potential market demand,as well as export international market opportunities,but organic vegetables than actual consumption is not high,slow development of whole industry problems,to explore the influence factors of affect the public to buy organic vegetables,proposes the matching degree is high to activate the public to purchase intention of ideas and Suggestions,help of the development of organic vegetable production enterprises at the same time,also can let you eat the vegetables of high quality safe.Based on previous researches,this paper selects the main urban area of Beijing as the research scope,and obtains 305 effective questionnaire feedbacks in the form of field survey and network questionnaire.Choose consumer behavior theory as the theoretical basis,combined with the research of organic vegetables in the Beijing area actual consumption situation,the individual characteristics of the respondents,combining with the characteristics of consumers in Beijing,considering the features of organic vegetables product,will people’s products in the organic vegetables cognition,perception of food safety risks,origin from the opposite sex influence,human living environment in Beijing people are subjective norms,and add to the consumer behavior theory model,the influence of Beijing residents purchase intention of organic vegetables for sure,using structural equation model,the research data import AMOS software for data analysis,Empirical analysis on the influence factors of Beijingresidents purchase intention of organic vegetables,and size,comparative depth explore the formation mechanism of Beijing residents purchase intention of organic vegetables,provide the basis for market supervision department industry development policy and the suggestion,for organic vegetable production vendors to match the marketing strategy of zhenhai,Beijing residents for ascension to the actual consumption behavior of organic vegetables are also proposed.Through empirical analysis,the conclusions of this paper are as follows :(1)the influence of difference of origin of organic vegetables,subjective norms,and the perception of domestic food safety risks of the investigated subjects,all of which have indirect significant influence on the product cognition of organic vegetables.(2)the degree of public acceptance for organic vegetables,the frequency of the respondents age,to buy organic vegetables,the structure of the family members,whether to buy organic vegetables,the household disposable income of respondents that six variables assumed factors for Beijing residents purchase intention of organic vegetables have direct significant influence.After discussing the empirical analysis,Suggestions are put forward from three perspectives:(1)to the government: to innovate the way of publicity;Improve organic certification system and strengthen certification supervision;Clear laws and regulations,strict law enforcement;The establishment of public opinion supervision platform,the introduction of public participation in supervision and management;Promote the construction of traceability system to reduce information asymmetry;Resource integration to help business owners reduce production costs.(2)for enterprises: carry out special projects to let the public know more about organic vegetables;Actively cooperate with related departments to promote and introduce;Strict self-discipline,effectively eliminate violations;Research and development of production technology,reduce operating costs;Pay attention to brand management,improve the sales model;(3)for consumers: learn to obtain health information from the regular media;Establish the concept of health and safety and take the initiative to participate in social supervision;If you suffer from damage,protect your rights and interests by law. |
