关于绿色农产品目标消费群体的实证分析  

Empirical study on target consumer group of the green agricultural products

作　　者：张海英[1] 

机构地区：[1]仲恺农业工程学院管理学院,广东广州510225

出　　处：《仲恺农业工程学院学报》2010年第2期59-62,共4页Journal of Zhongkai University of Agriculture and Engineering

基　　金：广东省教育厅人文社科计划(02SJA790001);仲恺农业工程学院校级科研基金(G3061535)资助项目

摘　　要：根据消费意愿理论,从溢价意愿和溢价购买量意愿两个方面探讨划分了绿色农产品消费群体的变量,并找到绿色农产品的目标消费群体.研究表明,对绿色农产品的定位不同,其目标消费群体也不同.若定位为高端农产品,其主要的目标群体是有良好教育背景、家庭月平均收入较高的中青年群体,以及受教育程度不高但家庭月平均收入较高、很重视家人健康的中年女性;若定位为某些群体的必需品,其主要的目标群体则是注重生活品质、有绿色消费理念的超市购物群体.Based on the consuming willingness theory and empirical study,the segmentation variables of consumer group of the green agricultural products were discussed with premium willingness and purchasing quantity premium willingness.The target market of green agricultural products was found out.It was showed that if regarded the green agricultural products as high-end products,the target markets would be the groups who were well-educated middle-aged with relatively high average monthly household income,and who were relatively low educated middle-aged women emphasizing on family health with high average monthly household income.However,if regarded the green agricultural products as necessities,the target markets would be the supermarket customer who concerned about life quality with green consuming idea.

关 键 词：绿色农产品 消费意愿 目标消费群体 

分 类 号：F713.3[经济管理—产业经济]