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。
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.
出处
《商业研究》
CSSCI
北大核心
2010年第12期117-121,共5页
Commercial Research
基金
国家社会科学基金项目
项目编号:09XJY024
关键词
绿色食品
消费者购买行为
影响因素
green food
consumers′ purchasing behavior
influence factor
