消费者有机果蔬购买行为及其影响因素分析基于南京市居民的调查

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

摘要: 随着人们对自身健康、食品安全及环境保护意识的不断提高,有机果蔬的产品质量安全越来越引起学者和公众的广泛关注。以有机果蔬为例,通过对南京市居民的调查,了解城市居民对有机果蔬的认知程度与居民对有机市场的信任程度,采用二元Logistic 回归模型分析验证影响南京市居民有机果蔬购买行为的主要因素。研究结果显示,南京市居民的年龄、家庭月收入、对有机果蔬的认知程度和对市场的信任程度对居民的购买行为具有显著影响,而性别和受教育程度对南京市居民的购买行为不具有显著影响。

Abstract: 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.