乡村振兴背景下生态农产品购买意愿分析

An Analysis of Consumers’Intention of Purchasing Ecological Agricultural Products under the Background of Rural Revitalization

选取消费者对环境保护的认知以及产品特征属性和个人和家庭的特征等指标,对一个中等收入城市的消费者生态农产品的购买意愿进行探讨。通过市场调研对消费者购买意愿进行描述性统计分析,并运用Logistic回归模型分析消费者购买意愿的影响因素。结果发现,消费者对环境保护的认知、质量安全、营养程度和产品品牌等因素对生态农产品的购买意愿有显著影响。应通过促进合作化经营、提高消费者对生态保护认知水平和信任度、建立地区品牌等措施提高生态农产品购买意愿。

This paper discusses the consumer’s willingness to buy ecological agricultural products in a middle-income city in terms of indicators such as consumers’awareness of environmental protection,product characteristics,and personal and family characteristics.Through market research,a descriptive statistical analysis of consumers’purchase intention is carried out,and the factors influencing consumers’purchase intention are analyzed with the application of Logistic regression model.The results show that factors such as consumers’awareness of environmental protection,quality and safety,nutritional level,and brand of the product have a significant impact on the intention of purchasing ecological agricultural products.It is thus proposed to promote cooperative operation,increase consumers’ecological awareness and trust in ecological protection,and establish regional brands of ecological agricultural products.