有机农产品购买行为差异及成因分析——基于消费者分类的视角

随着消费者对安全健康食品需求的增加,有机农产品日益受到关注。通过对沈阳市消费者的实地调查,按照实际购买经历将消费者分为3类,即忠诚购买者、放弃购买者、从未购买者,采用多分类Logit模型实证分析3类消费者购买行为差异的成因。结果表明,消费者对有机农产品的认知水平、健康意识和购买便利程度是导致3类消费者购买行为差异的重要因素,消费者受教育程度、家中是否有15岁以下孩子或60岁以上老人也会对消费者购买行为造成影响。因此,企业等相关主体应对有机农产品进行多渠道宣传,并将有机农产品推向更普及更便利的销售场所,以便于消费者了解和购买。

Research on the Differences and Causes of Organic Agricultural Products Purchasing Behaviors:Based on the Perspective of Categorized Customers

With the consumers' increasing demand for safe and healthy food, more and more attention are paid on organic agricultural products. By the field survey of consumers in Shenyang, consumers were divided into three categories according to the actual buying experience: loyalty buyers,give-up buyers and never-buy buyers,using the multiple classification Logistic model to analyse the causes of the differences among three types of purchasing behaviors. The results showed that consumers' cognitive level of organic agricultural products, health awareness and the purchasing convenience degree were important factors leading to three types of purchasing behaviors,consumers′ degree of education, children under 15 years or old over 60 would affect consumers' buying behavior. Therefore, for the convenience for consumers to know more about organic agricultural products and purchase them,enterprises and other relevant subjects should propaganda organic agricultural products through various channels, and promote organic agricultural products to more popular and convenient places for sale.