Research On Consumers' Purchase Behavior Of Green Agricultural Products Under The Background Of Supply-Side Reform

As the income of our people increases and the level of consumption continues to increase,more attention is paid to the safety and health of agricultural products.At the same time,the rapid development of the green agricultural products industry and its own safety,health,nutrition and other characteristics are favored by consumers.On the other hand,agricultural pollution and the quality and safety of agricultural products are becoming increasingly serious.There are many agricultural products with a single structure and relatively low quality.The structural contradiction between the quantity and quality of agricultural products is prominent.Therefore,the phased oversupply and insufficient supply have become the main contradiction facing my country's agriculture.Under the new normal of economic development,my country's agricultural supply-side structural reforms have been implemented.Its main goal is to meet the consumer's terminal needs and individualized needs by optimizing the agricultural supply-side system,thereby enhancing the overall agricultural efficiency and competitiveness.Under the environment of supply-side structural reforms,the supply side is urged to consciously return to the market law.In order to increase the consumption of green agricultural products,it is necessary to explore consumers' purchasing motives from the perspective of the demand side(consumer)and determine consumer green agricultural products Influencing factors of buying behavior,playing a good sales card.At the same time,promoting supply-side development and providing support for my country's agricultural policy reform and improvement in the new period have certain theoretical significance and practical value.This article delves into the purchasing behavior of Fujian's green agricultural products in the context of structural reforms on the agricultural supply side.Based on the review of domestic and foreign literatures,this paper uses the theory of planned behavior,TAM theory and other theories to derive the research model of this paper;Research hypothesis on the purchase behavior(behavior intention)of green agricultural products.Design the scale,write the questionnaire,and distribute the questionnaire online(internet)plus offline(on-site);create a survey and collect data,and finally collect 429 valid data.Use valid data to select SPSS and AMOS software to construct structural equation models and test hypotheses.Empirical research results show that: the eight factors of production and supply cognition,self-values,price perception,subjective norms,corporate characteristics,product attributes,social responsibility,and policy environment are all positively related to consumer green agricultural product purchase behaviors(behavior intentions).In order to promote the development of agricultural supply-side structural reformsand increase the purchasing power of green agricultural products,based on empirical results combined with agricultural supply-side structural reform policies,reasonable suggestions are proposed for green transformation.Demand main factors: improve product awareness,increase demand from both supply and demand,and promote consumption of green agricultural products;establish ecological values??and increase awareness of environmental protection;reasonable pricing,reduce the cost of green agricultural products,and stimulate actual consumption needs;hire industry experts offline,online Use new Internet media to promote green agricultural products.In terms of supply main factors: establish a good reputation,stabilize the existing market share,and expand potential customer groups;improve the quality and safety of agricultural supply and understand consumer product purchasing preferences;take the initiative to take social responsibility and help the development of green agricultural products;moderate financial subsidies,green agricultural product enterprises Implement preferential policies;raise the threshold for certification,ensure the quality of certified green agricultural products,and establish a convenient and effective reporting platform.