发展都市现代农业下消费者购买绿色认证农产品行为研究——基于上海市15个城区消费者问卷数据的实证分析

Research on Consumers’ Buying Green Certified Agricultural Products under the Development of Urban Modern Agriculture——An empirical analysis based on consumer questionnaire data in 15 urban areas of Shanghai

促进绿色认证农产品消费对推动农业绿色发展至关重要。本文以上海市15个城区消费者数据为样本,利用二元Logit模型实证分析发展都市现代农业背景下,影响地产绿色认证农产品消费者购买行为的因素,深入挖掘影响其首次和反复购买行为选择的关键因素。研究表明:整体上超过一半的居民对地产绿色认证农产品有过购买行为,但重复购买率低;在个体与家庭特征、消费习惯和认知态度的分析中发现:认知态度因素对消费者的购买行为影响最大;针对首次和反复购买两个行为阶段,户籍、产地重视度、品质信任度都表现出显著正向影响,消费场所—农贸市场、优质农产品需求满意度呈显著负向影响。基于研究结论,本文提出加大绿色农产品宣传力度、提高绿色生产技术及改善政策环境等相关建议。

Promoting the consumption of green certified agricultural products is crucial to promoting the green development of agriculture.This article uses consumer data from 15 urban districts in Shanghai as a sample,and uses the binary Logit model to empirically analyze the factors that affect the purchase behavior of consumers of real estate green certified agricultural products under the background of the development of urban modern agriculture,and deeply dig into the key factors that affect their purchase behavior choices.Research shows that,overall,more than half of residents have purchased real estate green certified agricultural products,but the repeat purchase rate is low;in the analysis of individual and family characteristics,consumption habits and cognitive attitudes,it is found that cognitive attitude factors affect consumers Purchasing behavior has the greatest impact;for the first and repeated purchase behavior stages,household registration,importance of origin,and quality trust all show significant positive effects,while consumption places—farmers’markets and high-quality agricultural products demand satisfaction show significant negative effects.Based on the research conclusions,this article puts forward relevant suggestions to increase the publicity of green agricultural products,improve green production technology and improve the policy environment.