供给侧结构性改革背景下绿色农产品消费意愿研究——以张家口市为例

A Study on the Willingness of Green Agricultural Products in the Context of Supply Side Reform: Taking Zhangjiakou City as an Example

文章主要以张家口市居民的调研数据为基础，通过对消费者个人属性、家庭属性、绿色农产品的认知及消费情况的调研分析，建立Logistic模型，论述影响绿色农产品消费的主要因素及消费行为的一般特征。研究表明，年龄、受教育程度、是否有未成年子女、家庭月收入、对绿色农产品的信任度、购买频率、购买方便程度、消费者满意度及其溢价意愿对绿色农产品的购买行为产生显著影响。而消费者对绿色农产品的信心不足及溢价水平过高是阻碍其购买绿色农产品的主要因素。最后根据研究结果得出相应结论与启示，提出在农业供给侧结构性改革背景下促进我国绿色农产品消费市场进一步完善的相关建议。

Based on the survey data of residents in Zhangjiakou City, the paper establishes a Logistic model by investigating and analyzing consumer＇s personal attributes, family attributes and cognition and consumption of green agricultural products, discusses the main factors that affect the consumption of green agricultural products and consumer behavior general characteristics. Studies have shown that age, educational attainment, the presence of underage children, monthly family income, trust in green agricultural products, frequency of purchase, ease of purchase, and consumer satisfaction and premium on wishes have a significant impact on the purchase of green agricultural products. However, consumers＇ lack of confidence in green agricultural products and excessive premium levels are the major factors that hinder their purchase of green agricultural products. Finally, according to the results of the study, we draw the corresponding conclusions and enlightenments and put forward some suggestions to promote the further improvement of China＇s green agricultural products consumption market in the context of the agricultural supply-side structural reform.