超市业态下有机农产品消费需求实证分析

Empirical analysis of consumer's demand for organic agricultural products in supermarkets

【目的】对南宁市消费者在超市业态下购买有机农产品意愿的影响因素进行调查分析,为促进有机农产品营销模式的优化提供理论参考。【方法】对南宁市有机农产品的消费市场需求进行抽样调查,分析不同消费个体的特性,并建立Logit回归模型,分析各影响因素与消费者在超市购买有机农产品的相关程度。【结果】超市有机农产品的购买意愿受消费者家庭月收入、对有机农产品评级的信任程度以及对超市经营有机农产品认可程度的影响最大;同时,消费者的首选农产品消费场所、家庭中是否有老人或小孩成员也是重要影响因素;而年龄、受教育程度、对自身健康的关注程度、对有机农产品的了解程度等因素对被解释变量的影响较小。【建议】通过加强质量监管力度、实现规模经营、降低产销成本、多种途径完善超市有机农产品销售模式等手段促进超市业态下有机农产品的发展。

[Objective]The aim of the study was to investigate the factors affecting consumer＇s willingness for purchasing organic food in supermarkets in Nanning City in order to provide some theoretical references for improving the sales mode for organic agricultural product.[Method]Sampling survey method was used to investigate the consumer＇s willingness to purchase organic food in supermarkets of Nanning City,and the characteristics of consumer＇s purchasing behavior were analyzed.Based on the analysis,Logit regression model was established and used to analyze the relationship between different influencing factors and consumer＇s willingness to purchase organic agricultural products from supermarkets.[Result]The analysis showed that the most affecting factors were the monthly income of the family,confidence level of organic agricultural products and acceptance of organic agricultural products in supermarket.Market place and presence of children and old persons in family were also the important influencing factors.However,the factors of consumer＇s age,education background,concern about health and knowledge about organic agricultural products slightly affected the consumer＇s purchasing willingness.[Suggestion]In order to promote the sale of organic agricultural products in supermarket,some suggestions have been put forward which included strengthening the supervision of organic agricultural product quality,realization of scale operation,decrease in the cost of production and retail,perfection sale methodology,etc.