消费者绿色农产品购买行为影响因素的实证分析——以山东省聊城市为例

通过对山东省聊城市消费者进行实地调研,并以实地调查数据为基础,运用二元Logistic回归计量模型分析影响消费者绿色农产品购买行为的因素。结果表明:性别、学历、月收入、家里是否有12岁儿童以及认知程度等因素对消费者购买行为具有显著正向影响,产品的价格对消费者购买行为具有显著负向影响;为进一步引导消费者可持续消费、绿色消费提供帮助,为绿色农产品产业和市场的快速发展提供理论依据。

Empirical Analysis on Consumer Purchase Behavior of Green Agricultural Products-Case Study on Liaocheng City in Shandong Province

Through the on-site investigation in Liaocheng city of Shandong province, and based on the survey data, this paper studied the influencing factors of consumer purchase behavior of green agricultural products by dualistic logistic regression model. The results showed that the main factors, including gender, education, monthly income, whether the family had children under age of 12, perception and etc., had significant positive effect on consumer purchase behavior, while product price had a significant negative impact. To further guide consumers＇ sustainable consumption, provide help for green consumption, the authors offered theoretical bases for the rapid development of green agricultural products industry and market.