| With the rapid economic progress and the improvement of industrialization and information technology in China,food safety and resource and environment problems are becoming more and more prominent.Label information can not only let consumers recognize safe and nutritious food,solve the problem of market information asymmetry,but also protect living environment from the side,improve animal welfare,and make people and nature coexist harmoniously.Therefore,based on the background of food health,this paper discusses the effect of label information on consumers’ willingness to purchase organic food based on the literature research and questionnaire survey,taking food nutrition and safety as the starting point,taking organic milk as the research object,and combining with the actual situation of organic milk market in seven representative cities in China.Based on the theory of planned behavior,this study systematically analyzes the factors that label information affects consumers’ willingness to purchase organic milk.The two variables,BTR,BCO,and the three labels,namely,BNU,BAW and BEO,are added to the study Quantity,the paper constructs the theoretical model of consumers’ willingness to buy organic milk.The data were analyzed and the difference test was carried out to master the difference of purchasing intention of organic milk among different consumers.Finally,the structural equation model is used to explore the variables which have a great influence on purchasing intention.The results show that: first,the variables influencing the purchasing intention of organic milk are label attitude,label cognition,label ecological environment information,label health nutrition information,label perception behavior control,label animal welfare,and the subjective label norms have no significant influence on purchasing intention.Secondly,to strengthen consumers’ attitude to label,to recognize the label and to provide consumers with ecological environment information can significantly improve the willingness of consumers to purchase organic agricultural products.Strengthening the control of label perception behavior,providing consumers with nutrition and health information,and providing consumers with animal welfare information can slightly improve consumers’ purchase intention.Through the research conclusion,this paper puts forward some countermeasures and suggestions for the government,enterprises and consumers. |
