消费者对有机食品购买行为的实证研究

摘要

On the basis of the questionnaire from 276 consumers in Nanchang City, by using the SPSS17.0, the paper launches descriptive analysis, factor analysis and regression analysis based on the collected data to ex-plore the influencing factors of consumers in choosing and buying organic food. The results showed that organic food consumers in Nanchang City are lack of cognitive and the trust degree is at a low level. There exist significant influences between consuming organic food, education degree, as well as internal factors such as nutritional prod-ucts, and quality and safety.%本文以南昌市276个消费者的调查问卷为依据，利用SPSS17.0对调研报告的数据进行描述性分析、因子分析及回归分析，以探究消费者在选购有机食品时的影响因素。研究结果表明，南昌市的消费者对有机食品缺乏认知且信任程度较低，消费者对有机食品的购买与学历、产品内在如营养等因素、质量安全等各个因素之间具有显著影响。