绿色蔬菜购买意愿及影响因素调查分析——以辽宁省抚顺市城镇消费者为例

Analysis on Consumers’Willingness to Purchase Green Vegetables and Its Influencing Factors——Taking Urban Consumers in Fushun City,Liaoning Province as an Example

以抚顺市城镇消费者为研究对象,进行随机问卷调查,主要考察消费者个人特征、消费者心理特征以及消费者的购买意愿,并在消费者行为心理框架下应用二元Logistic回归模型实证分析抚顺市城镇消费者绿色蔬菜的购买意愿及其影响因素,结果表明:消费者年龄、受教育程度和家庭年收入等个人特征对其绿色蔬菜购买意愿具有显著正向影响;消费者对绿色蔬菜的认知程度、对绿色蔬菜质量安全信任程度及对食品质量安全问题的忧患度等心理特征,对其绿色蔬菜购买意愿具有显著正向影响;消费者对绿色蔬菜的购买意愿不受性别、婚姻状况、家中是否有老人及12岁以下儿童及对权威机构绿色产品认证标识的关注度等因素的影响。研究发现,绿色蔬菜的认知及信任能够显著增强消费者对绿色蔬菜的积极评价,并能够激发消费者产生更加强烈的购买意愿,因此,要提高消费者绿色蔬菜认知及信任度,大力推动绿色蔬菜产业发展,不断提升绿色蔬菜的品质。

This study takes urban consumers in Fushun City in Liaoning Province as the research object,and conducts a random questionnaire survey to investigate consumers’personal characteristics,consumers’psychological characteristics and consumers’willingness to purchase.According to the survey data,under the framework of consumer behavior psychology,this paper empirically analyzes the willingness to purchase green vegetables of urban consumers and related influencing factors in Fushun City by using binary logistic regression model.The results show that age,education and annual family income place a significant positive impact on consumers’willingness to purchase.Consumer psychological characteristics,such as consumers’recognition of green vegetables,trust in the quality and safety of green vegetables,and concern about food quality and safety,place a significant positive impact.In addition,Fushun consumers’willingness to purchase green vegetables is not affected by variables such as gender and marital status.This study found that the cognition and trust of green vegetables can significantly enhance consumers’positive evaluation of green vegetables and increase consumers’willingness to purchase.This study puts forward suggestions as follows,to improve consumers’awareness and trust of green vegetables,vigorously promote the development of green vegetable industry and improve the quality of green vegetables.