消费者购买绿色食品影响因素分析

消费者购买绿色食品影响因素分析(16700字)

摘  要：随着我国人民生活水平的日益提高及农产品供需关系的转变，人们对农产品的需求已经开始朝着多元化和优质化的方向发展，集中表现为从过去对农产品数量的追求转向对农产品质量、卫生、安全方面的追求。我国的绿色食品事业在这样的大背景下应运而生。经过十几年的努力，已经获得了长足的发展。以问卷调查搜集的数据为基础，分析了当前我国城市居民绿色食品的消费意识、消费行为特征以及影响绿色食品消费行为的各种因素；指出我国城市居民已普遍接受绿色食品消费并愿意承担额外的费用，食品安全已经深入人心；并进一步建立了居民绿色食品购买行为决策模型；最后，就绿色食品的推广和普及提出了相关建议。

关键词：绿色食品 ；消费行为；绿色农产品；食品安全

Factors influencing on Green Food Purchasing Behavior of  Urban Consumers

Abstract: With China's increasing standard of living and the changes in supply and demand of agricultural products，more and more people are concerned about the high quality and diversity of agricultural products, which can be manifested in that people now focus on the quality, hygiene and security of food rather than the quantity of it. China's green food business comes into being under such circumstances. After ten years of efforts，it has received a considerable development. Based on questionnaire data，This thesis analyses the consumer awareness, the characteristics of consumer behavior of current urban residents and various factors that affect the characteristics of consumer behavior of current urban residents and various factors that affect the consumer behavior of green food. It pointed out that China's urban residents have generally accepted green food as well as its extra charge and the thought of food safety has deeply rooted in people’s mind. Decision models of residents’ green food purchasing behavior is also gradually being established. At last, this article makes some suggestions on the popularization of green food.  

Key words: Green food; Consumer behavior; Green agricultural products; Food safety