Research On The Influence Of Consumers’ Environmental Awareness On Purchasing Intention Of Organic Vegetables

In the past few decades,China’s economy has developed rapidly,but the problems of resources and environment have become increasingly serious.In the field of agriculture,environmental pollution is also very prominent.The widely used modern petroleum agriculture consumes a lot of energy and chemical substances,and also causes persistent pesticide and other chemical residues to pollute the air,soil and water resources,reducing the quality and safety of agricultural products.In the field of consumption,since entering the 21 st century,consumers have gradually realized that their consumption behavior will have an impact on the environment,and have increasingly expressed their strong demands for green products in their consumption and turned to green consumption mode.In the context of solving the existing agricultural environmental pollution problem and changing consumer demands,the production of organic food will be an important way to solve these two problems.It can not only provide consumers with more nutritious and healthy food,but also protect the social environment and promote the harmonious development of human and nature.At present,organic vegetables have not developed as quickly as expected,and consumers’ willingness to buy organic vegetables is crucial to the development of the industry.Therefore,from the perspective of consumers themselves,it is particularly important to discuss consumers’ purchasing intention to organic vegetables.Based on the theory of planned Behavior(TPB),this paper constructed a theoretical model of consumers’ purchase intention of organic vegetables,with consumers’ own environmental awareness as the independent variable,behavior attitude,subjective norms and perceived behavioral control as the intermediary in TPB,and purchase intention of organic vegetables as the dependent variable.Combined with the data collected from the survey,SPSS24.0 and Process3.4 software were used to conduct statistical analysis and difference test,and the differences of purchasing intention of consumers with different characteristics of organic vegetables were initially mastered.Then linear regression,Bootstrap mediation test and other principles were used to study the path of environmental awareness affecting the purchase intention of organic vegetables.The results of empirical analysis showed that:(1)environmental awareness significantly positively affected purchase intention of organic vegetables.(2)In TPB,behavioral attitude,subjective norms and perceived behavioral control significantly positively affected purchase intention of organic vegetables.(3)Behavioral attitude and subjective norms have significant mediating effects on the relationship between environmental awareness and purchasing intention of organic vegetables.(4)Behavioral control has no significant mediating effect on the influence of environmental awareness on purchase intention.