Study On Formation Mechanism Of Consumers’ Consumption Behavior Of Green Food

Environmental and ecological issues are currently getting worse,while Chinese citizens’ living standards are rising and food safety and health concerns are rising among customers.Studying the mechanisms underlying consumer green food consumption behavior will not only help green food businesses adopt targeted marketing strategies and provide an in-depth understanding of consumer green food consumption behavior,but it will also help the government develop and implement green food consumption policies to a certain extent,which will be good for the environment.This will contribute to ecological environment protection.In order to analyze and study the formation mechanisms of consumers’ green food consumption behavior based on the theory of planned behavior,the theory of green values,and the theory of knowing,feeling,and acting,this thesis employs three research methods,namely literature research,market research,and statistical analysis.First,this study develops a theoretical model of the formation mechanism of consumers’ green food consumption behavior based on pertinent theories,advances research hypotheses,collects indicators using the Delphi method and expert interviews,then develops an indicator system for the green food consumption behavior formation mechanism and defines the indicators.Second,in order to gather the information required for the empirical investigation,questionnaires were given out to consumers.The outcomes of the empirical tests were summarized after the findings were empirically analyzed using SPSS software and structural equation modeling.Finally,conclusions are taken and suggestions are given on the consumption of green food in China from the perspectives of consumers,businesses,and the government,respectively,based on the findings of the preceding empirical analysis.