Study On Residents’ Buying Intention And Behavior Of Fresh-Cut Vegetables In Hefei

With the completion of my country’s comprehensive well-off society,people’s quality of life has improved significantly,the food market has ushered in the change of consumers’ thinking from "eat enough" to "eat well",and people’s ideal of a better life and the reality of accelerated pace of life have emerged conflict.In recent years,fresh-cut vegetables have attracted more and more attention in my country’s vegetable market because of their convenience,cleanliness,hygiene,nutritional and safety.The development of the fresh-cut vegetable industry is inseparable from the support of consumers.Consumers’ personal characteristics,consumers’ cognition of fresh-cut vegetables,consumers’ purchasing intentions and behaviors all play an important role in the healthy development of the fresh-cut vegetables industry.Firstly,this paper combs the relevant literature of fresh-cut vegetables at home and abroad,compiles a questionnaire on the basis of planning behavior theory,information asymmetry theory and consumer purchasing behavior pattern,etc.,and interviews vegetable consumers in Hefei City,and a total of valid questionnaires are obtained.583 copies.Secondly,based on the questionnaire data,this paper conducts a descriptive statistical analysis on the basic situation and purchasing status of consumers,and preliminarily draws relevant conclusions about the consumption of fresh-cut vegetables by urban residents in Hefei.Finally,this article from the consumer personal and family characteristics,cognitive,emotional belief of fresh cut vegetables and theory of planned behavior related content from several aspects,such as building a binary choice model and Heckman respectively two phase model,to further explore the desire and behavior of consumers to purchase fresh cut vegetables main influence factors,the relevant conclusions of above to verify and supplement.Research shows that urban residents in Hefei City have insufficient awareness of fresh-cut vegetables,and consumers’ willingness to pay for fresh-cut vegetables is not high.Secondly,most consumers have the intention and behavior to buy fresh cut vegetables,but the number of consumers with the intention to buy is 19% more than that of those who have already made the purchase behavior,indicating that the willingness of some consumers to buy fresh-cut vegetables has not been converted into actual purchase behaviour.In addition,consumers’ cognition,behavioral attitude,subjective norm,perceived behavioral attitude and consumers’ personal and family characteristics on fresh-cut vegetables,their willingness to buy fresh-cut vegetables,whether to buy fresh-cut vegetables,and the frequency of buying fresh-cut vegetables,respectively have varying degrees of impact.Finally,based on the conclusions drawn from the research,this paper puts forward five suggestions:(1)The government should establish the technical processing specifications of fresh-cut vegetables to improve the credibility of the government;(2)Enterprises should strengthen the publicity of fresh-cut vegetables to improve consumer awareness;(3)Enterprises should accurately grasp consumer demand and fully stimulate consumption potential;(4)Enterprises should effectively carry out marketing activities to grasp the target customers.