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

DOI

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.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

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  - Proceedings of the 2017 2nd International Seminar on Education Innovation and Economic Management (SEIEM 2017)
PB  - Atlantis Press
SP  - 445
EP  - 448
SN  - 2352-5398
UR  - https://doi.org/10.2991/seiem-17.2018.111
DO  - 10.2991/seiem-17.2018.111
ID  - Yi2017/12
ER  -