Study On Creative Agriculture Consumer Behavior And Its Influencing Factors

Since the end of the 20th century,creative economy has shown strong creativity and great impetus in the integration with various industries.With the development of creative economy thinking,the concept of creative agriculture has been put forward and creative agriculture came into being.The road to creative agriculture was first proposed in The National People’s Congress and The Chinese People’s Political Consultative Conference in 2008.The government has adopted a series of policies to support the development of creative agriculture.After years of unremitting efforts,the creative agriculture quality has been improved;the creative agriculture forms are being enriched;the creative agricultural consumer market continues to expand and the development of creative agriculture has been on a new stage.Nevertheless,China’s creative agriculture encountered difficulties in the development process,such as homogenization,low-grade etc.This paper tries to explore consumer’s view on creative agriculture and their demand of it from the perspective of consumers,and to study those consumers’behaviors including their influencing factors.The research enriches the theory of creative agriculture.Furthermore,through the study of creative agriculture of consumer behaviors,it provides references for creative agriculture reproduction,changes the idea of agricultural development,improves the quality of agricultural development and promotes agriculture supply side reform.Based on the research of creative agriculture,consumer behavior and of creative agriculture consumer behavior,this paper defines the concept of creative agriculture and creative agriculture consumer behavior.Based on the review and enlightenment of creative economy and consumer behavior theory,it firstly analyzes the behavior of creative agricultural consumers and its influencing factors.And then it constructs the creative agricultural consumer behavior model and puts forward the hypothesis.Relying on the development of creative agriculture in Fujian Province,the author chooses the creative agricultural consumers in Fujian as the empirical research subjects.Firstly,the author analyzes:the behavior of creative agricultural consumers and summarizes the characteristics of them.Secondly,the principal component regression model is established to explore the influencing factors of creative agricultural consumers’ behaviors.The main conclusions are as follows.Firstly,creative agriculture consumers have various ways to get creative agriculture information,but their awareness of creative agriculture needs to be improved.Secondly,creative agriculture consumers are mass consumption-oriented and pay attention to the characteristics of creative agriculture and function,especially the function in experience.Thirdly,the creative agriculture consumers pursue creative agriculture spiritual needs with strong ability in purchase decision and high loyalty in creative agriculture.Fourthly,environmental factors,product factors,individual characteristics and consumer preferences have a significant impact on the consumption behavior of creative agriculture consumers.Finally,based on the above findings,this paper offers some suggestions to promote the consumption of creative agriculture from the aspects of optimizing the creative consumption environment,increasing the investment of creative agriculture construction,strengthening consumer discrimination ability,cultivating consumer preference and increasing creative agriculture popularity.This paper studies the market trend of the development of creative agriculture from the perspective of consumers,so as to provide timely countermeasures for the development of creative agriculture in China and the objective of promoting the reform of China’s agricultural supply side.The innovations of this thesis are that it summarizes the main market manifestations of creative agriculture and outlines the creative agricultural consumer behavior model from the consumer’s perspective,which enriches the theoretical research content of creative agriculture.At the same time,based on the research practice on the creative agricultural consumers in Fujian,it demonstrates the consumer behavior and its influencing factors in an empirical way,and provides some suggestions for the development of creative agriculture.