Research On Influencing Factors Of Consumers Online Shopping For Green Food In Hefei

With the rapid development of China’s economy,people’s dietary consumption has changed from satisfying food and clothing to pursuing health and nutrition.Compared with ordinary food,green food is more in line with people’s current demand for food safety.With the continuous popularity of the Internet and the rapid development of e-commerce platforms,it provides a new way for the consumption of green food.However,the online market of green food in China develops slowly.Therefore,exploring the influencing factors of consumers’ online shopping of green food can not only promote the online consumption of green food,but also have practical significance to promote the development of green food.This thesis first analyzes the development status of China’s green food industry,and then analyzes the development of green food in Hefei.On the whole,the development trend of green food is good,the high quality development of green food is remarkable,and the industrial scale is expanding steadily.Based on the analysis of relevant researches on green food,this thesis proposes that consumers’ personal characteristics,cognitive level,consumption motivation and subject reputation are the influencing factors for consumers to purchase green food online and puts forward research hypotheses.Through the questionnaire survey of Hefei consumers,390 pieces of data were processed and analyzed,and then SPSS19.0 was used for descriptive statistical analysis and data quality inspection of the processed data,and then STATA16.0software was used for data analysis.The results show that: Consumers’ educational background,attention to food safety,understanding of green food,quality and safety of green food,nutrition of green food,convenience of purchasing green food,certification mark of green food,packaging of green food and reputation of merchants have a significant positive impact on consumers’ online shopping of green food.The price of green food has a significant negative impact on consumers’ online shopping of green food,while the gender,age,income,freshness of green food,brand of green food,environmental protection of green food and reputation of e-commerce platform have no significant impact on consumers’ online shopping of green food.In view of the research conclusions of this thesis,the corresponding countermeasures and suggestions are put forward: for the government,we should increase the support and supervision of green food,improve the quality supervision and legal system;For producers and businesses,it is necessary to strictly control the quality of green food,implement effective pricing strategies,constantly improve the purchase channel,optimize the platform mechanism,and improve the reputation of businesses;For consumers,it is necessary to establish a green,environmental and healthy consumption concept and improve the cognitive level of green food.