森林生态标志产品消费者购买意愿及其影响因素研究——以陕西省为例

Research on purchase intention and influencing factors of consumers to Forest Eco-products——Based on the survey data from Shaanxi Province

为研究森林生态标志产品消费者购买意愿,本文通过对400个陕西居民进行问卷调查所获得的数据,运用Logistic模型进行分析。结果表明:对森林生态标志产品认知与信任程度高、健康与环保意识较强的中高收入的城市高知女性消费者在产品价格适当、购买渠道较便利的情况下将表现出充分的购买意愿。因此认为解决的对策有:推广着眼于目标人群、维持目标人群对森林生态标志的信任度、培养非目标人群的环保意识、适当调控产品市场价格。

In order to study the factors influencing purchase intention for forest eco-products,the paper collected the survey data by one on one interviews with 400 residents in Shaanxi Province and uses Logistic model for analysis.The results show that high-income city intellectual female consumers who haves high level of cognition and trust for forest eco-products and awareness of health and environment show strong willingness based on condition of appropriate price and convenient purchase channels.Finally,this paper gives some corresponding suggestions,such as promoting at target population,maintaining trust for Forest Eco-products,training non-target population＇s environmental awareness,regulating product market prices.