山东省可溯体系有机蔬菜购买意愿及影响因素研究

Study on the Purchasing Intention and Influencing Factors of Organic Vegetables in Traceability System in Shandong

本研究以山东省内16个地级市定点调查获取的735份有效问卷为基础,运用描述性统计分析方法,结合Logistic回归模型,研究山东省可溯体系有机蔬菜消费、购买行为及山东省可溯体系有机蔬菜购买意愿影响因素,并根据研究结论提出相关建议。结果表明,虽然山东省消费者购买具有安全可追溯属性有机蔬菜的意愿较高,但对于可溯体系的认知度仍有待提高,需要相关部门加大宣传力度,强化监管,多措并举,以龙头企业带动有机蔬菜产业协同发展。

Based on the 735 valid questionnaires obtained from the fixed-point survey of 16 prefecture-level cities in Shandong province,this study uses the descriptive statistical analysis method,combined with the Logistic regression model,to study the consumption and purchase behavior of organic vegetables in the traceable system of Shandong province and the influencing factors of the purchase intention of organic vegetables in the traceable system of Shandong province,and puts forward relevant suggestions according to the research conclusions.The results show that although consumers in Shandong province have a high willingness to purchase organic vegetables with safe and traceable properties,their awareness of the traceability system still needs to be improved,and relevant departments need to strengthen publicity,strengthen supervision,and take multiple measures to promote the coordinated development of the organic vegetable industry with leading enterprises.