Consumer Purchase Of Willingness Study In The Fresh Vegetable Community Direct Sales Model

Under the market mechanism of rapid development of the modern economy,the deprivation of the added value of agricultural products by the middlemen has eroded the interests of farmers and consumers.The supply of agricultural products is due to the existence of information asymmetry and the ethical level is distorted by the interest mechanism.Food safety is difficult to guarantee,and consumers’ demand for quality agricultural products is more urgent.In recent years,in order to cope with these problems of high agricultural prices,low producer selling prices,and difficult sales of agricultural products,various regions have begun to explore the establishment of a reasonable circulation model for agricultural products,minimizing intermediate links and reducing circulation costs.In order to improve the interests of farmers and respond to the needs of consumers,the Changsha Municipal Government has promoted the direct marketing model of fresh vegetables by using the support of the “vegetable basket project”.It is expected to improve the supply chain of agricultural products through direct sales stores,improve the supply of safe agricultural products,and stabilize the market.The price fluctuations improve the happiness of people’s lives.The main contents of this paper include: The status quo of the first direct marketing system of fresh agricultural products in Changsha City.From the domestic and international research status and related data analysis,the direct marketing system of fresh agricultural products gradually conforms to the needs and trends of the society,and is generally recognized by consumers.Conduct field research from community outlet stores in various areas of Changsha,obtain relevant data,and analyze the basic situation of consumer purchase channel selection behavior and purchase habits investigation.The second problem in the operation of the direct marketing system of fresh agricultural products in Changsha City.Based on agricultural supply chain management theory,consumer satisfaction theory,consumer behavior theory and agricultural marketing theory,this study uses relevant methods to analyze and process research data.Study the problems in the operation of the direct marketing system of fresh agricultural products in Changsha City.Analysis of the purchase intention of the third consumer fresh produce direct marketing system.This paper analyzes the consumer purchase intention data obtained in the survey,and assumes that the consumer’s purchase influencing factors are related to the consumer’s personal characteristics,consumer behavior characteristics,family characteristics and consumption cognition factors,and use the modeling method to conduct empirical analysis.,obtained valuable conclusions.The conclusions found that the age of the consumer,the average monthly household income,the one-time purchase cost,the frequency of purchases,whether there are children in the family,food safety concerns,price concerns and brand attention have a significant impact on consumers’ willingness to purchase.Among them,the average monthly household income,whether there is child and vegetable brand attention in the family is positively related to consumer satisfaction.These conclusions will help to further understand the needs of consumers,improve the direct marketing system of Changsha fresh agricultural products,and increase consumers’ willingness to purchase.The fourth is to restrict the factors of the direct sales model of fresh agricultural products in Changsha City,and propose countermeasures: First,enterprises should deepen their understanding of the direct marketing system of fresh agricultural products and optimize direct sales services.Second,improve consumers’ awareness of food safety and consumption,and improve their understanding of the direct marketing system of fresh produce.Finally,the government needs to strengthen support policies for the direct marketing system of fresh produce and improve food safety supervision.