宜春市食用菌消费者的购买意愿研究

Study on the Purchase Intention of Edible Mushroom Consumers in Yichun City

食用菌产业可以带动当地经济、助力乡村振兴的发展,因此,本文选取宜春市消费者作为调查对象,对食用菌购买意愿进行探究。研究发现,宜春市消费者食用菌认知水平不高,购买频率较低,没有形成固定的消费习惯,购买意愿受个人因素、家庭因素、产品特征和消费认知等多种因素的共同影响。

The edible mushroom industry can drive the development of local economy and rural revitalization.Therefore,this article selects consumers in Yichun City as the survey object to explore the willingness to purchase edible mushrooms.Research has found that consumers in Yichun City have a low level of cognition towards edible mushrooms,a low frequency of purchase,and no fixed consumption habits.The willingness to purchase is influenced by various factors such as personal factors,family factors,product characteristics,and consumption cognition.