Consumers’ Purchase Behavior And Influencing Factors Of Fresh Water Products In Hubei Province

China’s freshwater aquaculture scale and consumption market capacity rank first in the world.With the change of residents’ daily food consumption habits,food consumption gradually decreases,residents’ food residents’ food consumption demand changes from food and clothing type to nutritional type,and aquatic products continue to improve their position in food consumption because of their nutritional characteristics.With the restriction of the development conditions of seawater products,the consumption of freshwater products will become more and more important.The considerable output of freshwater products is of great practical significance in solving the global food crisis,promoting world food security and improving people’s dietary structure.Hubei Province is a major freshwater fishery Province,and the output of freshwater products ranks first in China.Hubei province attaches great importance to the development of freshwater industry,and through multi-directional efforts,the freshwater fishery economy of Hubei Province has maintained rapid growth for many years.The total output of freshwater products and the scale of fishery breeding are in the leading position in the country.At the same time,there are still some problems in the market consumption of fresh water products in Hubei Province.Such as the price rise caused by the imbalance of supply and demand structure and high production cost,the quality and safety problems of aquatic products,the low proportion of intensive processing,and the insufficient influence of aquatic brands.These problems restrict the development of fresh water industry and affect the purchase and consumption of fresh water products.Based on the above background,the research on the consumption of fresh water products by consumers in Hubei Province is representative.Collected and sorted out the existing research results at home and abroad,combined with the relevant data of freshwater products,determined the content of this study.Firstly,it summarizes the collected literature and research results,and expounds the concepts of freshwater products and purchase behavior.Then it analyzes and summarizes the current situation of supply and demand of fresh water products in Hubei Province,compares and analyzes the market consumption of aquatic products in other regions in China,and draws lessons from its experience in the development of consumer market to develop the fresh water product market in Hubei Province.Secondly,for the selection of buying behavior of fresh water products and influencing factors,according to the planned behavior theory,this paper puts forward the pre research hypothesis and constructs the theoretical model.Then,design the questionnaire,collect and process the data through the questionnaire magnitude platform.Test the data quality and the structure of the questionnaire,identify and estimate the structural equation model,and finally conduct empirical analysis.The results show that behavioral attitude,perceived behavioral control,subjective norms and health awareness all positively affect purchase intention.However,have an indirect impact on purchase behavior,and purchase intention has a positive impact on purchase behavior.Based on the contents of each part of this study and the actual situation of Hubei Province.This paper puts forward countermeasures and suggestions such as maintaining supply capacity,cultivating consumption market,promoting the transformation and upgrading and industrial integration of freshwater fisheries,strengthening the construction of aquatic market system,improving supporting business service network,improving aquatic processing and circulation capacity,building aquatic brand,improving market competitiveness,carrying out scientific and technological fishing projects,and promoting fishery informatization.In order to provide reference for the operation of individual farmers and aquatic enterprises in Hubei Province.It provides a certain theoretical reference and reference for the development planning of freshwater industry.