Analysis Of Changchun Residents’ Intention To Consume Organic Vegetables And Its Influencing Factors

In recent years,vegetable safety has been a key topic of concern for consumers.In order to eliminate consumers’ concerns about the quality and safety of agricultural products,the relevant policies released by the government in recent years have become increasingly concerned about the quality and safety of agricultural products.In the State Council in 2021 issued the "guidance on accelerating the establishment of a sound green low-carbon cycle development of economic system",it is clearly stated that we should accelerate the green development of agriculture,encourage the development of ecological farming,increase the management of green food and organic food,and actively develop ecological recycling agriculture.Changchun City,"Fourteen Five" agricultural and rural modernization development plan,also clearly pointed out to comprehensively improve the level of quality and safety of agricultural products in Changchun City,to increase support for green and organic certification of agricultural products,and encourage agriculture-related enterprises to produce high-quality,safe and efficient agricultural products.In the new development stage,with the upgrading of national consumption ability and the improvement of residents’ awareness of environmental protection and health,consumers will pay more and more attention to the quality and safety of agricultural products,and vigorously developing organic agriculture has become one of the good ways to solve the problem of quality and safety of agricultural products.This paper firstly summarizes the current situation of production and sales in Changchun,and finds that in recent years,the sales market of organic vegetables in Changchun is better,and the recognition of residents is gradually increasing.Secondly,the three main modes of organic vegetable marketing in Changchun are summarized,and the main channels for residents to buy organic vegetables are analyzed.Immediately after that,based on the relevant literature and interviews,based on the research results of scholars’ models of consumer willingness,combined with the results of the survey of organic vegetable purchase willingness in Changchun,five indicators of consumer health awareness,subjective perception,emotional beliefs about organic vegetables,consumer satisfaction,and consumer purchase willingness were selected to construct a theoretical model of consumer organic vegetable purchase behavior and purchase behavior.Through a questionnaire survey on the willingness of Changchun residents to purchase organic vegetables,200 valid questionnaires were collected,and the level of perception,trust and willingness to purchase organic vegetables in Changchun were analyzed based on the content of the questionnaires.Next,from the perspective of demographic variables,it was analyzed that gender and education level had a positive effect on the willingness to purchase organic vegetables,while factors such as age and income status did not have a significant effect on the willingness to purchase organic vegetables.Using structural equation modeling,we analyzed that health consciousness,emotional beliefs,and subjective perceptions have a positive effect on consumer satisfaction,consumer satisfaction has a positive effect on consumer purchase intention,and consumer health consciousness and emotional beliefs have a positive effect on purchase intention.Finally,based on the analysis results,we conclude that the awareness of organic vegetables among Changchun residents is insufficient,and the management system and traceability system of organic vegetables need to be strengthened,and we suggest three countermeasures to accelerate the construction of organic vegetable marketing system,strengthen the construction of organic vegetable supervision system and improve the traceability system.