基于消费者购买意愿的绿色农产品供应链模式创新研究  

Research on Innovation of Supply Chain Model of Green Agricultural Products Based on Consumer’s Purchasing Intention

作　　者：袁舒杨 朱菊隐 李嘉[1] YUAN Shu-yang;ZHU Ju-yin;LI Jia(College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学经济管理学院

出　　处：《中国林业经济》2020年第1期35-37,共3页China Forestry Economics

基　　金：江苏省高等学校大学生创新创业训练计划项目(SPITP)“精准扶贫背景下新疆少数民族贫困地区的内生发展研究”（201910298021Z）

摘　　要：当下食品安全问题正成为危害消费者身心健康的重要因素,购买绿色健康的食品逐渐成为广大消费者的追求,基于南京市民绿色农产品购买意愿的问卷调查数据和实地走访数据,采用计划行为理论来探讨消费者绿色农产品购买意向的影响因素,从行为态度、主观规范和知觉行为控制这三个角度,通过实证分析甄别影响因素,得出影响消费者购买意愿的主要是行为态度和主观规范这两个因素的结论,针对影响因素从农产品供应链角度,提出了优化完善供应链模式的对策建议。Nowdays, food safety is becoming an important factor endangering consumers’ physical and mental health, and it’s gradually been the pursuit of consumers to purchase the green healthy food. This paper explored the influencing factors of consumers’ purchase intention for green agricultural products by the theory of planned behavior, based on the questionnaire survey data and field visit data. It identified the influencing factors from the three perspectives of behavior attitude, subjective norm and perceptual behavior control through empirical analysis. The results showed that the main factors affecting consumers’ purchase intention were behavior attitude and subjective norm.

关 键 词：计划行为理论 购买意向 农产品供应链 消费者行为 

分 类 号：F304.3[经济管理—产业经济]