绿色农产品消费动机、认知水平与购买行为研究

Research on the Motivation of Consumption,Cognitive Level and Purchasing Behavior of Green Agricultural Products

以行为态度、主观规范和知觉行为控制等为中介,探讨消费动机和认知水平在塑造消费者对安全农产品购买行为中的作用。对武汉市432位超市消费者的调查结果显示,武汉市消费者对绿色食品为代表的绿色农产品有较高的购买意愿。对农产品质量安全等级的消费动机和认知水平通过行为态度、主观规范和知觉行为控制都正向影响消费者购买行为。消费者行为态度影响着主观规范,但在消费者消费动机、认知水平和购买行为之间,行为态度和主观规范的中介作用是各自独立的,消费者行为态度并未通过主观规范变为具体的购买意愿和行动,这为政府部门农产品质量安全监管提供决策参考。

In this study,behavioral attitudes,subjective norms and perceived behavioral control are used as mediators to explore the role of consumption motivation and cognitive level in shaping consumers′purchase behavior for green agricultural products.A survey of 432 supermarket consumers in Wuhan shows that they have a high willingness to buy safe agricultural products.The consumption motivation and cognitive level of agricultural products′quality and safety level have a positive impact on consumers′purchase behavior through behavior attitudes,subjective norms and perceived behavioral control.Consumer behavior and attitude affects the subjective norms.However,the mediating effects of behavior attitude and subjective norms are independent among consumers′consumption motivation,cognitive level and purchase behavior.Consumer behavior and attitude do not transfer to specific purchase intention and behavior through subjective norms,which provides decision-making reference for government in the supervision of agricultural product quality and safety.