|Table of Contents|

Study on Purchase Intention of Green Vegetable Consumers Based on Structural Equation Model

《北方园艺》[ISSN:1001-0009/CN:23-1247/S]

Issue:
2019年15
Page:
157-163
Research Field:
Publishing date:

Info

Title:
Study on Purchase Intention of Green Vegetable Consumers Based on Structural Equation Model
Author(s):
ZHOU Hua; WANG Duchun
(Northeast Agricultural University,Harbin,Heilongjiang 150030)
Keywords:
Theory of Planned Behavior; structural equation model; green vegetables; purchase intention; multi-group analysis
PACS:
-
DOI:
10.11937/bfyy.20183693
Abstract:
Understanding consumers′ awareness of green vegetables and their willingness to buy green vegetables has positive practical significance for promoting the actual purchase behavior of green vegetables,pushing the development of green vegetable industry,and raising the income level of agriculture-related enterprises and farmers.Based on the Theory of Planned Behavior,a theoretical model of influencing factors on green vegetable purchase intention was constructed.900 valid questionnaires were collected in Harbin.The data collected were analyzed by SPSS and AMOS software.The results showed that consumers′ cognition level of green vegetables,healthy and environmental awareness,behavioral attitude,subjective norms,perceived behavior control significantly positively affect the purchase intention of green vegetables.Among them,subjective norm and behavior attitude had the biggest influence on purchase intention.The multi-group analysis using demographic variables as adjusting variables showed that there were significant differences in the effects of demographic variables among different groups,such as annual income,gender,age,education level,and whether there were elderly or children living with each other in the family.

References:

[1]周洁红.消费者对蔬菜安全认知和购买行为的地区差别分析[J].浙江大学学报(人文社会科学版),2005(6)：113-121.[2]周应恒,霍丽玥,彭晓佳.食品安全:消费者态度、购买意愿及信息的影响:对南京市超市消费者的调查分析[J].中国农村经济,2004(11)：53-59,80.[3]戴迎春,朱彬,应瑞瑶.消费者对食品安全的选择意愿:以南京市有机蔬菜消费行为为例[J].南京农业大学学报(社会科学版),2006(1)：47-52.[4]王二朋，周应恒.城市消费者对认证蔬菜的信任及其影响因素分析[J].农业技术经济,2011(10)：69-77.[5]尹世久,许佩佩,陈默.生态食品:消费者的偏好选择及影响因素[J].中国人口?资源与环境,2014(4):71-76.[6]DOWD K,BURKE K J.The influence of ethical values and food choice motivations on intentions to purchase sustainably sourced foods[J].Appetite,2013,69：137-144.[7]ARVOLA A,VASSALLO M,DEAN M,et al.Predicting intentions to purchase organic food：the role of affective and moral attitudes in the theory of planned behaviour[J].Appetite,2008,50(2)：443-454.[8]ZAGATA L.Consumers’ beliefs and behavioural intentions towards organic food：evidence from the Czech Republic[J].Appetite,2012,59(1)：81-89.[9]AJZEN I.The theory of planned behavior[J].Organizational Behavior and Human Decision Processes,1991,50:179-211.[10]WABG Y,WIEGERINCK V,KRIKKE H,et al.Understanding the purchase intention towards remanufactured product in closed-loop supply chains:An empirical study in China[J].International Journal of Physical Distribution & Logistics Management,2013,43(10):866-888.[11]HAN H,HSU L T J,SHEU C.Application of the theory of planned behavior to green hotel choice：testing the effect of environmental friendly activities[J].Tourism Management,2010,31(3):325-334.[12]ROBERTS J A,BACON D R.Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior[J].Journal of Business Research,1997,40(1):79-89.[13]LEE J S,HSU L T,HAN H.Understanding how consumers view green hotels：how a hotel′s green image can influence behavioral intentions[J].Journal of Sustainable Tourism,2010,18(7):901-914.

Memo

Memo:
-
Last Update: 2019-08-20