Proceedings of the 2017 2nd International Seminar on Education Innovation and Economic Management (SEIEM 2017)

Research on the Factors Affecting Consumer Purchase Behavior of Green Agricultural Products

Authors
Fengmei Yi
Corresponding Author
Fengmei Yi
Available Online December 2017.
DOI
https://doi.org/10.2991/seiem-17.2018.111How to use a DOI?
Keywords
Green Agricultural Products, Purchase Behavior, Marketing Strategy, Brand Marketing
Abstract
The Green agricultural product is not only conducive to the safety of people's lives, but also to achieve sustainable development of China's agriculture. It is necessary and urgent to study factors influencing consumer purchase behavior on green agricultural products. This paper invited 110 respondents from Wuhan, China to participate in this experiment to investigate their knowledge and perceptions about green agricultural products, and whether marketing elements will affect their purchase behavior. Then collected data is carried on cross analysis and regression analysis by using SPSS 19.0 software. The experimental results show that: gender, age, region, income and occupation have significant differences in purchase behavior. Consumers' green awareness, convenience of channel and product brand awareness positively affect the consumer's purchasing behavior while price has negative one. Finally we point out that the agricultural products the enterprise can use the price, channel and brand marketing strategies to stimulate consumers' green consumption.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2017 2nd International Seminar on Education Innovation and Economic Management (SEIEM 2017)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
December 2017
ISBN
978-94-6252-442-2
ISSN
2352-5398
DOI
https://doi.org/10.2991/seiem-17.2018.111How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Fengmei Yi
PY  - 2017/12
DA  - 2017/12
TI  - Research on the Factors Affecting Consumer Purchase Behavior of Green Agricultural Products
BT  - 2017 2nd International Seminar on Education Innovation and Economic Management (SEIEM 2017)
PB  - Atlantis Press
SN  - 2352-5398
UR  - https://doi.org/10.2991/seiem-17.2018.111
DO  - https://doi.org/10.2991/seiem-17.2018.111
ID  - Yi2017/12
ER  -