Analysis of Consumers'Behavior of Purchasing Organic Fruits and Vegetables and Its Affecting Factors: Based on A Survey on Nanjing Urban Residents

As peoples'consciousness of healthiness, food safety and environmental protection increases, the quality and safety of organic fruits and vegetables (OFV) are drawing more and more attention from both scholars and the public. Based on a survey on urban residents in Nanjing City, capital of Jiangsu Province, the levels of consumers'cognition of OFV and trust in OFV market were studied, and the main factors affecting their behavior of purchasing OFV were analyzed using logistic regression model. The results show that age, family monthly income, cognitive level of OSF and trust level in OSF market significantly affect the purchase behavior of residents in Nanjing City, while gender and education level do not have significant effects on the behavior.