Research On The Influence Of Social Capital And Value Perception On Consumers’ Willingness To Buy MSC Aquatic Products

The ocean covers 70% of the surface area,provides livelihoods for one-tenth of the earth’s population,and occupies an important position in human economic development;seafood and fish provide one-sixth of the edible animal protein for humans in the world.Play an important role in the supply of food and the source of nutrients.However,in recent years,marine pollution and overfishing have harmed the sustainable development of fisheries,continuously endangering fish populations and habitats,and hindering the healthy development of fishery economy.Countries around the world have begun to pay more and more attention to the protection of fishery resources.Sustainable development has become an important task of global governance.However,the promotion of fishery sustainable certification products is facing opportunities and challenges.As an aquatic product certified by an authoritative organization that maintains sustainable development from production to circulation and consumption,MSC products can be promoted in China as an opportunity for the transformation and upgrading of the green and sustainable consumption market.At the same time,they face low public awareness and low sales.Wait for the challenge.This paper studies the consumption intention from the demand side of fishery sustainable certified products.Taking MSC aquatic products as an example,it analyzes consumers’ willingness to purchase ecological and sustainable certified products,and explores the influence of consumers on the purchase intention of such products.Factors,understand the future promotion methods of such products in the consumer market,and put forward feasible marketing suggestions to the company.At the same time,I hope to obtain the support of relevant departments to strengthen the popularization of environmental protection,ecology and sustainable knowledge,and fill the consumer’s awareness.In low-lying land,government and enterprises work together to guide the public’s awareness of sustainable product consumption and provide a good way to promote the sustainable development of China’s fisheries.This article aims to use the methods of literature collation and questionnaire survey to conduct an empirical study on the influencing factors of MSC aquatic product consumers’ purchase intention from the perspective of social capital and value cognition.From the perspective of social capital,the four aspects of social trust,social norms,social networks,and social participation are subdivided;from the perspective of value perception,the two aspects of ecological value and economic value are subdivided,and the factors affecting purchase intention are divided into six categories.,In each category,there are also different content influencing indicators to jointly analyze the influencing factors of consumers’ purchase intentions.This study mainly distributed the "Questionnaire of Consumers’ Willingness to Purchase MSC Aquatic Products" to consumers in Shanghai and Qingdao.A total of 583 valid questionnaires were collected,and the total effective rate of questionnaire distribution reached 92.10%.Based on this,this article conducts an empirical analysis,the specific research content:(1)From the analysis of daily consumption behavior in purchasing aquatic products,consumers focus on the quality of aquatic products and the freshness of aquatic products.Half of consumers have bought aquatic products with green,pollution-free and sustainable certification marks,but at the same time,40% of them have not paid attention to the product labels,and only 8% of consumers understand MSC aquatic products.The main reason is that the labels are not conspicuous and the consumption People have low awareness of attention.The vast majority of consumers have a studious attitude and are willing to learn about MSC’s sustainable certified products.(2)A descriptive analysis of the average score of the five-point scale obtained from the social capital and value cognition topics.The research results show that: in terms of social trust,consumers have an opinion on new things based on authoritative institutions and standard certification.Strong receptive ability,willing to try to buy MSC aquatic products.From the aspect of social network,it further confirms the consumer’s recognition of authority,focusing on professionals and professional science.At the same time,we should reduce blindness in consumption and focus on social participation in rational consumption.Because MSC seafood is still in the early stage of exploring the Chinese market and its social norms have not yet been developed,consumers’ perception of social norms is weaker than in other areas.The acceptable premium for most consumers is relatively low,and the acceptable premium range is below 20%.MSC aquatic products are promoted in China,and the price will have an important impact on the consumer’s willingness to buy.(3)Variance and difference test of individual characteristics of purchase intention,different age groups have obvious differences in the willingness to buy MSC aquatic products,and the overall trend of MSC aquatic product consumption willingness increases and then decreases with the increase of age.,Consumers aged 40-49 have obvious differences in fishery resource protection and product premiums.Married families and families with children are more willing to buy.(4)The results of correlation analysis of purchase intention and its influencing factors show that purchase intention is highly influenced by social trust,social participation,ecological value,and economic value.Consumers’ willingness to buy MSC aquatic products is mainly based on their awareness of the protection of fishery resources based on ecological value.Secondly,consumers believe that product attributes are mainly considered in the context of rational consumption.(5)Through the orderly logistic regression analysis,it is concluded that social trust,social norms,social participation,ecological value,and economic value will have a significant positive influence on purchase intention(Y),and social network will have a significant positive effect on purchase intention.Negatively affect the relationship.(6)Analyze the response degree and penetration rate of multiple-choice questions to understand consumers’ preference for MSC product categories and promotion channels,as well as consumers’ opinions on the development of MSC aquatic products.In summary,combined with the descriptive analysis and difference analysis of individual cognition,the following suggestions are put forward for the promotion of MSC aquatic products in China: focus on individual heterogeneity,formulate differentiated marketing strategies;expand publicity channels,and strengthen diversified publicity methods;Highlight the certification mark and increase the recognition of certification labels;consider the acceptable premium range and set reasonable prices;promote standardization and standardize the industrial system;increase sustainable product supervision to ensure product traceability,open and transparent supervision,and increase consumption The trust of the owner;obtain the support of relevant government departments,and work together to promote the sustainable development of fisheries.