| In recent years,there have been multiple incidents of food,fruits and vegetables containing excessive pesticide residues in the production process of agricultural products in China,leading to food poisoning incidents for consumers,which has attracted widespread attention.Therefore,the establishment and popularization of a traceability system for agricultural products is particularly important.The traceability system for agricultural products can record information during the planting,transportation,and sales processes,ensuring the quality and safety of agricultural products,and making the entire production and processing process of agricultural products more transparent.This effectively alleviates the problem of information asymmetry between consumers and agricultural product producers,providing consumers with a safer and safer environment High quality agricultural products.This article is based on consumer demand theory,consumer behavior theory,information asymmetry theory,and consumer sovereignty theory.Through research methods such as literature analysis,empirical research,and questionnaire survey,it analyzes the current development status of traceable fruits in Tai’an City,constructs a theoretical model of the influencing factors of consumers’ purchase intention for traceable fruits,and systematically analyzes the relevant factors that affect consumers’ purchase intention.Taking Tai’an City as the research location,based on 475 valid questionnaire data,a total of 14 independent variables were selected,of which 8significantly affected consumers’ willingness to purchase traceable fruits.Logistic regression model was used for empirical analysis,and the results showed that:monthly income,attention to one’s own health,attention to fruit quality and safety,satisfaction with government quality and safety supervision departments,understanding of traceable fruits Eight factors,including trust in traceable fruit information,attention to fruit nutritional richness,and the price of traceable fruits,significantly affect consumers’ willingness to purchase traceable fruits.Based on the above conclusions,this article proposes targeted countermeasures and suggestions from the perspectives of producers,governments,enterprises,and consumers.Producers should clarify the market positioning of traceable fruits,increase publicity efforts,reasonably control the premium of traceable fruits,and build cooperation bridges with agricultural universities;The government should standardize production and operation,increase consumer trust in traceable information,provide farmers with planting subsidies,and curb the rise in traceable fruit prices;Enterprises should innovate traceable fruit marketing models,implement brand strategies,and increase traceable fruit sales;Consumers should strengthen their awareness of traceability and enhance their awareness of agricultural product safety. |
