消费者绿色食品购买行为分析

http://www.100md.com 2010年6月15日《《商业研究》》 2010年第12期

     摘要：绿色食品代表健康、优质的食品，越来越引起消费者的关注。本文运用合理行为理论，分析影响消费者绿色食品消费的主要因素。首先对成都市消费者绿色食品购买行为的实证调查进行描述性分析，然后运用Logistic模型，对影响消费者购买行为的因素进行回归分析。模型回归结果表明，消费者家庭是否有6周岁以下儿童和消费者对绿色食品的安全感知是决定消费者是否购买绿色食品的主要因素。

    关键词：绿色食品；消费者购买行为；影响因素

    中图分类号：F270.7 文献标识码：A

    Analysis of the Consumers′ Green Food Purchasing Behavior

    ZHANG Ting1，WU Xiu-min2

    (1.Commercial College of Chengdu University of Information Technology; Chengdu 610103，China;

    2.School of Economics and Management,Sichuan Agricultural University, Yaan 625014,China)

    Abstract:The green food which means healthy and high quality causes more and more consumer′s concern. The paper appllying the theory of Planned Behavior, analyzes the mainly factors which influence consumers green food purchasing behavior. The paper firstly analyzes descriptively the empirical investigating the consumers′ green food purchasing behavior in Chengdu, then applies Logistic model to regression analyze the mainly factors which influence consumers′ purchasing behavior. The result is whether there is child under 6 year old and the consumers′ safe feeling to green food is the mainly factors influencing the consumers′ purchasing behavior. ......

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