【作者】 周华；

【导师】 王杜春；

【作者基本信息】 东北农业大学 ， 农业经济管理， 2019， 博士

【摘要】 当前,我国农产品质量安全形势不容乐观,媒体经常报道各种蔬菜水果等农产品农药残留过高甚至导致群体性中毒事件,给消费者造成一定程度的恐慌,引发了消费者对蔬菜安全性的担忧,2017年中央一号文件明确指出要全面提升农产品质量和食品安全水平。同时,随着中国粮食产量连续十二年增长,国家经济实力的增强,国民消费能力的提档升级,以及居民环保及健康意识的提升,人们不再担心农产品的数量及供应不足问题,而更加关注农产品的质量与安全。有机蔬菜凭借其独特的安全及健康特性,越来越受大众的青睐。然而,尽管中国有机蔬菜有巨大的潜在需求市场,但中国消费者有机蔬菜消费比例却很低。本文在相关文献资料及访谈的基础上,基于计划行为理论,结合中国的实际国情及消费者特征,构建了消费者有机蔬菜购买意愿及购买行为理论模型,编制了消费者有机蔬菜购买意愿与购买行为问卷,通过了解分析消费者对有机蔬菜认知信息、情感信念、行为态度、主观规范、感知行为控制的现状,研究影响消费者对有机蔬菜购买意愿及购买行为的主要因素,实证分析各因素的影响程度,探寻了消费者有机蔬菜购买意愿及购买行为的形成机制,并为促进有机蔬菜产业健康发展,提升消费者有机蔬菜购买意愿与购买行为提出了对策建议。本文通过理论分析与实证研究,获得以下主要结论:(1)消费者对有机蔬菜认知水平不高,多数消费者对有机蔬菜的认知处于模糊的状态。不同性别与教育程度的消费者在有机蔬菜产品认知上无显著差异,有无老人或小孩同住、所在的城市、年龄、职业、家庭年收入、婚姻状况对消费者有机蔬菜产品认知都有显著影响。消费者健康意识很强,对健康的关注程度高于对食品安全及环保污染的关注,消费者对蔬菜质量安全及农业生态环境污染都很担忧。(2)消费者对有机标识及有机码信任程度不高,消费者不太相信有机蔬菜生产企业在生产过程中能严守有机生产标准,消费者对食品安全可追溯体系有一定的信心,消费者更信任国外有机认证机构,而不信任国内有机认证机构。消费者对有机认证监管的满意度特别低。其中,消费者对社会诚信环境的满意度最低,对有机蔬菜监管法律的满意度以及对有机蔬菜监管部门的满意度都不高。(3)尽管消费者比较认同购买有机蔬菜,但大多数消费者并不认为购买有机蔬菜是个明智的选择。消费者主观规范水平一般,也就是说消费者身边重要群体对购买有机蔬菜行为的评价及态度比较中性,尽管亲人和朋友赞成其购买有机蔬菜,但实际上,这些亲朋好友购买有机蔬菜后的满意度以及实际购买行为并不是很高。消费者感知行为控制处于很低的水平,表明消费者认为自己购买有机蔬菜有很大的困难。认为购买有机蔬菜最大的障碍是价格过高,其次是购买渠道少,购买不方便,再次是有机蔬菜品种少,可选择性差。(4)消费者的有机蔬菜购买意愿比较强烈,59.02%的消费者明确表示自己愿意购买有机蔬菜。只有14.29%的消费者明确表示自己不愿意购买有机蔬菜。从购买频率上看,约65%的消费者从来没有购买过或极少、偶尔购买有机蔬菜,约35%消费者表示自己经常购买有机蔬菜。从购买有机蔬菜占蔬菜总比重上看,只有10%左右的消费者购买有机蔬菜占蔬菜的总比重在50%以上。(5)对消费者有机蔬菜购买意愿有显著影响的因素,按影响的大小排序依次为:主观规范>行为态度>情感信念>产品认知>感知行为控制>健康环保意识。对消费者有机蔬菜购买行为有显著影响的因素,按影响的大小排序依次为:购买意愿>主观规范>行为态度>情感信念>感知行为控制>产品认知>健康环保意识。有机蔬菜购买意愿与购买行为的影响因素基本一致,即消费者有机蔬菜产品认知、健康环保意识、情感信念、行为态度、主观规范、感知行为控制都对消费者有机蔬菜的购买意愿与行为产生影响。差异性在于影响因素的重要性有所不同,以及影响的形成机制不同。消费者感知行为控制在对消费者有机蔬菜购买行为的影响要比对购买意愿的影响大。(6)在人口学变量对购买意愿及购买行为的影响上,消费者的性别、职业、家庭年收入对有机蔬菜购买行为和购买意愿都没有显著影响。是否有老人或小孩同住、所在的城市、年龄、教育程度、婚姻状况都对消费者有机蔬菜的购买意愿有显著影响,有老人或小孩同住>无老人或小孩同住;一线城市>二线及二线发达城市;41-55岁>26-40岁>56岁以上>18-25岁;高中及以下=大专>本科>研究生及以上;已婚>未婚>离异或丧偶。而对消费者有机蔬菜购买行为有显著影响的人口学变量因素只有教育程度和婚姻状况,大专>高中及以下>本科>研究生;已婚>未婚>离异或丧偶。基于以上结论,本文提出了提升消费者有机蔬菜购买意愿与行为的七个对策建议:(1)开展多层次有机蔬菜宣传与体验活动,提升消费者认知水平;(2)加强有机认证及有机监管体系,提升对有机蔬菜的信任度;(3)加强立法、严格执法,提升消费者对监管的满意度;(4)建立舆论监督机制,设立有奖举报制度,提升监管的公信力;(5)完善食品安全可追溯体系建设,缩小信息的不对称性;(6)整合资源,降低有机蔬菜成本;(7)实施品牌战略,改进销售渠道,促进有机蔬菜销售。更多还原

【Abstract】 At present,the quality and safety situation of agricultural products in China is not optimistic.The media often reports that pesticide residues in various kinds of agricultural products,such as vegetables and fruits,are too high or even lead to mass poisoning incidents,resulting in a certain degree of panic among consumers.Consumer concerns about vegetable safety have been raised,with the 2017 central document making it clear that the quality of agricultural products and food safety should be improved across the board.At the same time,as China’s annual food output has increased for 12 years,the country’s economic strength has increased,the national consumption capacity has been upgraded,and the residents’ awareness of environmental protection and health has increased,people are no longer worried about the quantity and insufficient supply of agricultural products.They pay more attention to agricultural products’ quality and safety.Organic vegetables are more and more popular with the public because of their unique safety and health characteristics.However,despite of the huge potential demand for organic vegetables in China,the proportion of organic vegetables consumed by Chinese consumers is very low.Based on the relevant literature、interviews and Theoy of Planned Behavior,combined with the actual situation and consumer characteristics of Chinese,The theoretical model of buying intention and behavior of organic vegetables and the questionnaire of buying intention and buying behavior of organic vegetables were developed.The current situation of the influencing factors of organic vegetable buying intention,such as cognitive information、emotional beliefs,、attitudes、 subjective norms、perceptual behavior control,and the main factors influencing consumers’ buying intention and behavior of organic vegetables were studied,and the degree of each influencing factor was analyzed empirically.This paper explores the forming mechanism of consumers’ buying intention and behavior of organic vegetables.In order to boost the development of organic vegetable industry and promote consumers’ buying intention and behavior of organic vegetables,the countermeasures and suggestions are put forward.Through theoretical analysis and empirical research,this paper obtains the following main conclusions:(1)Consumers’ cognition of organic vegetables is not high,and most consumers’ cognition of organic vegetables is vague.There was no significant difference in the cognition of organic vegetable products among the consumers with different gender and education level.Whether the elderly or children living together,the city,age,occupation,family income,marital status have a significant impact on consumer cognition of organic vegetables.Consumers are highly aware of health and pay more attention to health than to food safety and environmental pollution.Consumers are worried about vegetable quality safety and agricultural ecological pollution.(2)Consumers have a general degree of trust in organic marking and organic codes.Consumers are not confident that production enterprises can strictly abide by organic production standards in the production process.Consumers have certain confidence in the technical aspects of the organic marking system that can be traced back to the source.Consumers prefer foreign organic certification agencies to domestic organic certification agencies.Consumer satisfaction with organic certification regulation is particularly low.Among them,consumers’ satisfaction with social integrity environment is the lowest,the satisfaction of organic vegetable regulatory law and organic vegetable regulatory department is not high.(3)Although consumers prefer to buy organic vegetables,most consumers do not think buying organic vegetables is a wise choice.Consumer subjective norm level is general,that is to say,the evaluation and attitude of important groups around consumers on the behavior of buying organic vegetables are relatively neutral.Although relatives and friends agree with them to buy organic vegetables,in fact,The satisfaction and actual purchasing behavior of organic vegetables purchased by these relatives and friends were not very high.Consumer perceived behavior control is at a low level,indicating that consumers consider it difficult to buy organic vegetables.The biggest obstacle to buying organic vegetables is that the price is too high,followed by the few selling channel and limited varieties.(4)Consumers are willing to buy organic vegetables,59.02 percent of consumers clearly said they would like to buy organic vegetables.Only 14.29% of consumers explicitly indicated that they did not want to buy organic vegetables.In terms of frequency of buying,about 65 percent of consumers have never bought or rarely purchased organic vegetables,and about 35 percent of consumers say they regularly buy organic vegetables.Only about 10% of consumers whose proportion of buying organic vegetables in the total proportion of vegetables is more than 50%.(5)The descending order of influencing factors on consumers’ buying intention of organic vegetables was: subjective norm、behavior attitude、affective belief、product cognition、perceived behavior control 、 health and environmental protection consciousness.The factors that had significant influence on the buying behavior of organic vegetables in a descending order were as follows: buying intention、subjective norm、behavior attitude、affective belief、perceptual behavior control、product cognition、health and environmental protection consciousness.The influencing factors on buying intention of organic vegetables is basically the same as that on buying behavior,that is to say,consumers’ cognition of organic vegetable products,awareness of health and environmental protection,emotional beliefs,behavioral attitudes,subjective norms,perceived behavior control all have an impact on consumers’ buying intention and behavior of organic vegetables.The difference lies in the difference of the importance of the influencing factors and the different formation mechanism of the influence.Consumer perceived behavior control has more influence on the buying behavior of organic vegetables than on the buying intention.(6)In terms of the effect of demographic variables on buying intention and buying behavior,gender,occupation and annual income of the consumer had no significant influence on the buying behavior and buying intention of organic vegetables.Whether there are old people or children living together,the city,age,education,marital status all have a significant impact on the buying intention of organic vegetables,having an elderly or children living together> no elderly or children living together;First tier city > second line and second line developed city;41-55 years > 26-40 years >56 years old > 18-25 years old;senior high school and below =college > undergraduate > graduate student and above;married > unmarried > divorced or widowed.And the demographic variables affecting consumer organic vegetable buying behavior were education level and marital status,junior college > senior high school > undergraduate > graduate student;married > unmarried > divorced or widowed.Based on the above conclusions,this paper puts forward seven countermeasures and suggestions to improve the consumers’ buying intention and behavior of organic vegetables:(1)carry out multi-level organic vegetable propaganda and experience activities to improve consumers’ cognitive level;(2)strengthen the organic certification and organic supervision system to enhance the trust degree of organic vegetables,(3)strengthen the legislation and strictly enforce the law to enhance the satisfaction of consumers to the supervision;(4)establish public opinion supervision mechanism and set up reward reporting system to improve the credibility of supervision,(5)perfect food safety tractability system construction to reduce information asymmetry,(6)integrate resources and reduce organic vegetable cost;(7)implement brand strategy and improve sales channels to promote organic vegetable sales.更多还原