Consumers’ Willingness To Buy Edible Fungi And Its Influencing Factors From The Perspective Of Perceived Value

At present,edible fungi have become one of the important crops in the world.Because of its high-quality characteristics of "not competing with people for grain,not competing with grain for land,not competing with land for fertilizer,not competing with agriculture for time,not competing with other industries for resources" and the characteristics of low fat and high protein,it is widely favored by consumers.At present,the output of edible fungi in China has exceeded 80% of the world’s total output and occupies an important position in the global production and export of edible fungi.Under the trend of the general environment,Hubei Province,combined with the concept of "big food,big nutrition and big health",has listed edible fungi as the key supporting industry of developing characteristic agriculture in Hubei Province.Relying on the superior natural resources,environment and cultural characteristics of Hubei Province,the edible fungus industry has developed rapidly in Hubei Province,but the edible fungus consumption market in Hubei Province needs to be improved.Due to a series of reasons such as low brand awareness,lack of sales channels and lack of guarantee of product quality,the development and transformation of edible fungus industry in Hubei Province have been restricted.Based on the above background,combined with the existing research at home and abroad and the relevant data of the development of edible fungi industry in Hubei Province,this study formulates the theoretical basis,framework,core and research object of this study.Firstly,it summarizes and analyzes the relevant literature research at home and abroad,expounds the concepts of perceived value theory and planned behavior theory,analyzes the consumption status and difficulties of edible fungi industry in Hubei Province,and analyzes the consumption status of domestic aquatic vegetables and characteristic fruit industry,hoping to provide some enlightenment to improve the difficulties of edible fungi consumption market in Hubei Province.Secondly,this paper takes ordinary consumers as the research object,and the research area is selected in Hubei Province.Consumers’ willingness to buy edible fungi and its influencing factors are the research content.According to the perceived value theory and planned behavior theory,this paper selects indicators and advanced studies hypotheses.Finally,the design of the scale and the distribution of the questionnaire,the processing and screening of the recovered data,the test of data quality and questionnaire structure by SPSS26.0,and the model construction and empirical research of consumers’ willingness to buy Edible Fungi and its influencing factors by Amos26.0.The empirical results of the model show that among the influencing factors of consumers’ purchase of edible fungi,green value,safety value,regional value and product cognition all have a positive effect on attitude.Among them,green value and product cognition have the strongest influence,followed by regional value,and safety value has a weak influence;Attitude,subjective norms and perceived behavior control all have a positive impact on purchase intention,among which attitude has the strongest influence,supervisor norms and perceived behavior control are weak.At the same time,it can provide a theoretical reference for the development of edible fungi industry in Hubei Province and improve the consumption intention of consumers.The following suggestions are put forward here: building regional brands and optimizing product strategies;Improve cognition with the help of emerging platforms;Innovate marketing methods and strengthen market expansion;Advocate green production and convey the concept of green environmental protection;Improve the quality level and increase consumer trust.