城市居民绿色农产品消费行为及其影响因素分析

Empirical Analysis of City Dwellers' Consumption Behavior of Green Agricultural Products

基于2011年湖北省武汉市汉口地区的问卷调查数据,采用有序的Probit模型分析了城市居民对绿色农产品的消费行为及影响因素。结果发现:城市居民绿色农产品消费显著地受到了收入水平和家庭规模的正向影响;消费者受教育水平越高,实际绿色农产品消费的频数反而越低;年龄、绿色信息关注度、年龄*绿色信息关注度的交叉项对绿色农产品消费频数有显著的正向影响;健康程度对绿色农产品消费频数有显著的负向影响;性别差异对市民绿色农产品消费影响不显著;城市居民消费者个人绿色农产品的认知水平、消费意愿与实际消费结果并不一致。提出应促进绿色农产品的适度规模生产、强化供应链管理、注重市场营销的目标选择与行销技巧等建议。

Based on a questionnaire survey in Hankou in 2011,we employe an ordered Probit model to analyze the the consumer's consumption status and contributive factors.The result shows that consumer's income and family size obviously have a positive effect on the consumption of green agricultural products;the better educated,the less consumption of green agricultural products in frequency;age and consumer's concern about the green consumption information as well as their cross sector,have a positvie effect on the green consumption significantly;health status has a signisicant negtive effect on consumer's green consumption;the impact of gender on the green consumption is not remarakble;and the factual consumption of green products is inconsistent with consumer's cognitive level and consuming willingness.Finally,our empirical findings offer proposal on propelling a modarate scale management of green agricultural products,strenghthening the management of the supply chain,and improving marketing targeting and skills.