消费者对有机农产品的认知及购买行为分析

摘要

消费者在有机农产品消费中承担着重要角色，基于对北京、上海、广州、哈尔滨4个城市的消费者的调查，从接触时间、最深印象、认识和信任程度等方面入手来分析消费者对有机农产品的认知行为，从购买频率、购买方式和支付意愿入手来分析消费者对有机农产品的购买行为，最后通过建立二元回归模型找出影响消费者购买有机农产品决策的主要因素，并给出相应的政策建议。%Consumers play a vital role in organic products market. This paper aimed at analyzing the main factors that affect organic food consumption behaviors based on the survey data collected in Beijing, Shanghai, Guangzhou and Harbin in 2012. The author analyzed consumers′ cognition about the organic food from three main aspects:contact time, deep impression, and trust degrees, and consumers′ purchase of the organic products from the perspectives of purchasing frequency, means, and payment will, thus determining the major factors that affect consumers′ decision in purchasing organic products and offering suggestions for the producers through a binary regression model.