基于结构方程模型的绿色蔬菜消费者购买意愿研究

Study on Purchase Intention of Green Vegetable Consumers Based on Structural Equation Model

了解消费者对绿色蔬菜的认知水平及购买意愿,对促成消费者绿色蔬菜的实际购买行为、推动绿色蔬菜产业的发展、提升涉农企业及农户的收入水平都具有积极的现实意义。以计划行为基础构建绿色蔬菜购买意愿影响因素理论模型,在哈尔滨收集了900份有效问卷,利用SPSS及AMOS软件对收集的数据进行分析。结果表明:消费者对绿色蔬菜的认知水平、健康环保意识、行为态度、主观规范、感知行为控制显著正向影响绿色蔬菜的购买意愿。其中,主观规范、行为态度对购买意愿的影响最大。以人口学变量为调节变量进行的多群组分析显示,家庭年收入、性别、年龄、教育程度、家里是否有老人或小孩同住等人口学变量在不同群组间的效应存在显著差异。

Understanding consumers′awareness of green vegetables and their willingness to buy green vegetables has positive practical significance for promoting the actual purchase behavior of green vegetables,pushing the development of green vegetable industry,and raising the income level of agriculture-related enterprises and farmers.Based on the Theory of Planned Behavior,a theoretical model of influencing factors on green vegetable purchase intention was constructed.900 valid questionnaires were collected in Harbin.The data collected were analyzed by SPSS and AMOS software.The results showed that consumers′cognition level of green vegetables,healthy and environmental awareness,behavioral attitude,subjective norms,perceived behavior control significantly positively affect the purchase intention of green vegetables.Among them,subjective norm and behavior attitude had the biggest influence on purchase intention.The multi-group analysis using demographic variables as adjusting variables showed that there were significant differences in the effects of demographic variables among different groups,such as annual income,gender,age,education level,and whether there were elderly or children living with each other in the family.