广州市绿色农产品的消费者行为及其影响因素实证研究  

Empirical Study on the Green Agricultural Products' Consumer Behavior in Guangzhou and Its Influential Factors

作　　者：张海英[1] 

机构地区：[1]仲恺农业工程学院管理学院,广州510000

出　　处：《西北农林科技大学学报（社会科学版）》2010年第4期52-56,共5页Journal of Northwest A&F University(Social Science Edition)

基　　金：广东省高教厅人文社科重大项目(02SJA790001);广州市社科联第十二次(2010年度)资助社会科学研究项目

摘　　要：采用问卷调查、深入访谈等搜集一手资料,运用SPSS13.0软件作为分析工具,探讨了广州市消费者的绿色农产品消费行为及其影响因素,发现绝大多数广州市消费者对绿色农产品有认知,但认知程度低,个人和家庭特征、购买习惯以及是否有绿色消费倾向等因素对绿色农产品的认知程度有显著影响;广州市消费者绿色农产品的主动购买意识不强,消费者的个人和家庭特征对绿色农产品的购买没有显著影响,而购买习惯、认知程度、认知途径和功能评判对绿色农产品的购买行为有显著影响。宣传绿色消费理念对促进绿色农产品消费有积极意义。Based on the first-hand information collected through questionnaire and depth interview, and adopting SPSS13.0 as analysis tool,this paper discusses green agricultural products＇ consumer behavior in Guangzhou and its influential factors and finds out that. most consumers in Guangzhou have some perception of green agricultural products, but the cognitive level is low; personal and family characteristics, buying habits, and whether the consumers have green consumption trends have a significant influence on the cognitive level of green agricultural products; the initiative to purchase green agricultural products is not strong, and personal and family characteristics have no significant effect on the purchasing of green agricultural products, while the buying habits, cognitive level, cognitive way and functional evaluation have a significant impact on green agricultural products＇ consumption. To popularige green consumption concept has a positive meaning to the promotion of green agricultural products＇ consumption.

关 键 词：绿色农产品 消费者行为 绿色消费 

分 类 号：F304.3[经济管理—产业经济]