Research On The Consumer Purchase Behavior Of Organic Agricultural Products In Weifang City

With the improvement of people’s living standards and the general improvement of health concept,the demand for agricultural products changes from quantity to quality.Especially in the continuous occurrence of food safety accidents,more and more consumers pay attention to and buy organic agricultural products,thus broadening the demand market of organic agricultural products,which is conducive to promoting the high-quality production of organic agricultural products.Taking Weifang consumers as the research object,investigate and summarize the views and views on organic agricultural products,based on the theory of consumer behavior,planning behavior,combined with the research results of organic agricultural products,and expand the breadth and depth of organic agricultural products.By collecting and analyzing the following main conclusions:(1)The influencing factors of the purchase of organic agricultural products in Weifang consumers include six dimensions,namely "cognitive information","emotional belief","subjective norms","perceptual behavior control","behavior attitude" and"purchasing behavior".(2)Among demographic factors,consumers ’age,education level,marital status,reproductive status,and whether to live with the elderly have an obvious influence on consumers’ behavior and willingness to buy organic agricultural products,while gender,occupation and income factors have no obvious effect.(3)Cognitive information has positive influence on purchasing behavior,emotional belief has positive influence on purchasing behavior and attitude,subjective norms,purchasing behavior,purchasing behavior and positive influence on purchasing behavior.Finally,based on the conclusion of this study,the publicity and feeling activities of organic agricultural products with the purpose of expanding consumer cognition are conducted,and the countermeasures are proposed to integrate resources and reduce the cost of organic agricultural products.