A Study On The Purchasing Will And Influencing Factors Of Vegetable Consumers

In the past four decades of reform and opening up,the income level of residents has increased significantly,consumption patterns and motivations have changed significantly,and the trend of consumption escalation is evident.Consumer demand for agricultural products has changed from the simple pursuit of food and clothing to a higher level of quality and safety.The Fourteenth Five-Year Plan makes it clear that "we will continue to deepen structural reforms on the supply side of agriculture and strengthen quality orientation and supervision of the quality and safety of agricultural products throughout the process." However,the imbalance between the supply and consumption of agricultural products in China is becoming more and more obvious,the agricultural products on the market can not meet the demand of consumers,and the occasional agricultural product quality security incident further exposes the contradiction between supply and demand of agricultural products in China.It is an effective way to solve this problem to set up a perfect traceability system of agricultural product quality and safety,and to realize the whole process of agricultural products "monitoring from field head to table."As one of the important types of traceable agricultural products,the realization of traceability is very important to improve the traceability system of quality and safety of agricultural products.As a direct beneficiary of agricultural product traceability system,consumers’ willingness to buy greatly influences the further development of agricultural product traceability system.Combining information asymmetry theory,planning behavior theory and consumer behavior theory,this paper takes consumers in four cities of henan province as a sample to study the influencing factors of consumers’ willingness to buy vegetables.The main contents of this paper include: First,based on the existing literature and realistic background,the research questions are put forward;Then,based on the theory,the variables and models are selected and relevant assumptions are made.The third is to design research programmes,collect and collate data for descriptive analysis.The fourth is to analyze the influence of independent variables on consumers’ willingness to buy vegetables traceable,then to analyze the influence factors of consumers’ willingness to buy vegetables traceable by using binary logistic model.According to the model results,the research conclusions and relevant policy recommendations are put forward in order to promote the healthy development of agricultural product quality and safety traceability system.The main conclusions are as follows: consumers are more willing to buy traceable vegetables,but the purchasing level is lower;The consumers know little about traceable agricultural products,which is an important factor affecting consumers’ willingness to buy.Variables such as personal monthly income,health attention,regulatory evaluation,cognition,retrospective information trust,price recognition,convenience,etc.,significantly affected consumers’ willingness to buy traceable vegetables,including negative and significant price recognition.Most consumers accept price increases of 10% to 20% for traceable vegetables.In view of this,this paper proposes that we should strengthen publicity,increase consumers’ knowledge of traceable vegetables,strengthen supervision of the quality and safety of agricultural products,reduce the price of traceable vegetables,and promote the development of traceability system.