消费者对可追溯农产品的购买意愿

Research on Consumers’Purchasing Willingness of Traceability Agricultural Products

对消费者对可追溯农产品的购买意愿进行研究,不仅直接影响着农产品可追溯体系的建设与完善,还关系到企业及政府的行为决策,有助于促进农业供给侧改革的深化发展。采用logistic二元回归模型,从5个维度选取18个变量,构建计量分析模型,对消费者购买可追溯农产品的意愿进行影响因素分析,据此提出相应的对策建议,以期推动可追溯农产品质量安全体系的建设和发展。

The study on consumers’purchasing willingness of traceability agricultural products not only directly affects the construction and improvement of the traceability system of agricultural products,but also relates to the behavior decisionmaking of enterprises and governments,which was conducive to the deepening and development of agricultural supply side reform.The logistic binary regression model was used,to select 18 variables from 5 dimensions,and construct the econometric analysis model.Analyze the influencing factors of consumers’willingness to buy traceability agricultural products,and put forward corresponding countermeasures and suggestions,hoping to promote the construction and development of traceability agricultural products quality safety system.