The Influence Mechanism Of Consumers' Green Food Purchase Intention

The problem of food safety is grim.Consumers suffer deeply.Green food is a safe food with the characteristics of no pollution,safety,high qualit y and nutrition,which meet the consumer’s demand for food safety.With the development of the economy,consumers’ food safety awareness has been continuously strengthened,consumption concepts and preferences have changed,high-quality food is favored by consumers,and the pursuit of green food has become one of the future development trends.At present,there is still much room for improvement in consumer demand for green food.Studying the influence mechanism of consumers’ green food purchase intention will help enterprises or governments understand the formation process of consumers’ green food purchase intention and formulate marketing strategies or policies based on it to effectively increase consumers ’willingness to buy green food.We choose the theory of planned behavior as the theoretical framework and combine this framework with the approach motivation theory.Then we select approach motivation and cognition degree as the antecedent variables,behavior attitude,subjective norms and perceived behavior control as the mediated variables,and purchase intention as the outcome variable to establish theoretical model of consumers purchase intention toward green food and put forward the theoretical assumptions.We take Wuhan’s consumers as the actual survey object,actually collecting 432 data by mean of questionnaire,using Smart PLS3.0 software to estimate the partial least squares structural equation model for actual statistical analysis,then testing the direct and mediated effect in the model to get the final influence mechanism.The results indicate that the influence mechanism of consumers’ green food purchase intention is more complicated.It is concluded that consumers’ approach motivation,cognition degree to green food,attitudes,subjective norms and perceived behavior control to purchase green food have a direct impact on purchase intention.In addition,approach motivation,cognition degree to green food also indirectly affect green food purchase intention via consumers ’attitudes,subjective norms,and perceived behavior control to purchase green food,where there are three mediated influence mechanisms.But the mediated effect directly through subjective norm is very little.Consequently,it has not been verified.Finally,this article puts forward some suggestions on how to improve coustomers’ green food purchase intention for the enterprises and the government departments in Wuhan to promote the development of Wuhan green food industry.