基于S-O-R理论的绿色农产品消费意愿影响因素研究  

Research on the influencing factors of consumption willingness of green agricultural products based on S-O-R Theory

作　　者：徐韩敏 何玉成[1] 杨钰蓉 XU Han-min;HE Yu-cheng;YANG Yu-rong(College of Economics&Management,Huazhong Agricultural University,Wuhan 430070,China)

机构地区：[1]华中农业大学经济管理学院,武汉430070

出　　处：《湖北农业科学》2020年第3期180-184,共5页Hubei Agricultural Sciences

基　　金：中央高校基本科研业务费专项资助项目(2662016PY072);华中农业大学人文社科优秀人才培养计划基金项目。

摘　　要：基于S-O-R理论,构建消费者绿色农产品消费意愿影响机制模型,探讨内部因素(健康意识、面子观)与外部因素(主观规范)对消费者绿色农产品消费意愿的影响。结果表明,消费者的健康意识、面子观、主观规范对其绿色农产品消费意愿具有显著正向影响。Based on the S-O-R theory and perceived value theory, a model of the consumer’s willingness to consume green agricultural products is constructed, and the influence of internal factors(health awareness, face concept) and external factors(subjective norms) on consumers’ willingness to consume green agricultural products is discussed. The results show that consumers’ health awareness, face view, and subjective norms have a significant positive impact on their willingness to consume green agricultural products.

关 键 词：绿色农产品 消费意愿 面子观 S-O-R理论 

分 类 号：F323.7[经济管理—产业经济]