Research On The Influence Of Characteristic Attribute Framework On Consumers’ Purchasing Intentionof Green Food

As my country builds a moderately prosperous society in an all-round way,consumers have higher requirements for quality of life,and in order to avoid food safety risks,more and more consumers consume green food.Green food can not only meet consumers’ demand for high-quality food,but also promote the sustainable development of green agriculture.Consumers are the main body of consumption,and it is very important to study green food purchasing behavior from the perspective of consumers to promote the development of green food consumption industry.The feature attribute framework is to convey the feature attribute information of the product to consumers through different expressions.The feature attribute framework of this paper is designed based on the safety and nutritional altruistic attributes of green food and the altruistic attributes of green and pollution-free.Does the characteristic attribute framework of green food affect consumers’ purchasing behavior? If there is an impact,are there significant differences in the impact of different representations of the feature attribute framework? What is its mechanism of action? The main contents of this paper are as follows:(1)On the basis of combing domestic and foreign literature,using S-O-R theory and perceived value theory to put forward corresponding research hypotheses and deduce the research model of this paper;(2)Select the characteristic attribute information of green food Design a singlefactor feature attribute framework(positive vs negative)experiment,design the experimental content,scales and questionnaires,obtain data through offline field research,and finally collect 451 valid data;(3)Use propensity score matching to verify features The processing effect of attribute framework on green food purchase behavior,the difference of processing effect under positive and negative framework,and the difference of consumer processing effect under different resource endowments;(4)Then use the moderated mediation effect model to introduce variables of perceived value and health concern In-depth exploration of the influence of the characteristic attribute framework on green food purchasing behavior and its mechanism.The research results show that:(1)The characteristic attribute frame positively and significantly affects the green food purchase behavior,the behavior incidence rate is significantly increased by 22%,and the positive and negative frames are increased by 38% and 28% respectively;(2)The perception of ecological value is high and emotional value is high.For consumers with high perception,positive attitude towards green food purchase,and high degree of health concern,the processing effect can be increased by more than 40%;(3)For consumers with high perception of pesticide residues,high education,low perception of functional value,high income,and green food For consumers with high trust,the processing effect can be increased by more than 30%;(4)For consumers with children,the processing effect is 24%.(5)Function,emotion and social value play a mediating role in the characteristic attribute framework and green food purchase behavior,among which emotional value plays the strongest role,and ecological value mediation role is not significant;(6)For consumers who are highly concerned about health,The degree of health concern significantly and positively moderated the mediating effect of functional value;for consumers who did not pay much attention to health,the degree of health concern significantly positively moderated the mediating effect of emotional value and social value.