绿色农产品消费意愿和消费行为分析--以常熟市为例.docVIP

绿色农产品消费意愿和消费行为分析 ——以常熟市为例 年级专业：农经0501 姓名： 摘要 随着生活水平的提高，人们的消费观念开始由温饱型向保健型转变,对于食品安全的关注程度越来越高，绿色农产品逐渐成为消费的主流方向。本文以问卷调查收集的数据为基础，描述了当前常熟居民消费绿色农产品的现状，分析了不同消费群体绿色农产品消费意愿和消费行为的一般特征及其影响因素，并据此就绿色农产品的推广普及提出了相关的建议。 关键词：绿色农产品，消费意愿，消费行为 Abstract With the improvement of people’s lives, people’s consuming style has changed from just satisfying the stomach to eating healthy, so the concern about food safety has raised. Now, green agricultural products have gradually become the mainstream of consumer direction. This article is mainly based on data collected from a questionnaire which describes current situation of the purchasing of green agricultural products by Changshu residents. At the same time, I have analyzed the general characteristics and the influencing factors of different consumer groups who have different consumer inclination and behavior to green agricultural products. Then, according to the above, I put forward some recommendations that can promote green agricultural products. Keywords: green agricultural products，consumer inclination，purchasing behavior 目 录 1．引言…………………………………………………………………………………………3 1．1发展绿色农产品的原因…………………………………………………………………3 1．2我国绿色农产品发展现状与问题的提出 ………………………………………………3 2．相关文献回顾………………………………………………………………………………3 2．1绿色农产品的定义 ………………………………………………………………………3 2．2相关文献回顾 ……………………………………………………………………………4 2．2．1国外文献综述 ………………………………………………………………………4 2．2．2国内文献综述 ………………………………………………………………………4 2．2．3本文理论框架 ………………………………………………………………………5 3．绿色农产品消费意愿及消费行为分析:以常熟市的调查为例 …………………………5 3．1绿色农产品在常熟的发展现状 …………………………………………………………5 3．2调查样本结构概述 ………………………………………………………………………6 3．3调查问卷的数据分析 ……………………………………………………………………6 3．4调查样本消费意愿与消费行为的一般特征及其影响因素 ……………………………8 3．4．1绿色农产品的关注和认知程度 ……………………………………………………8 3．4．2绿色农产品的消费意愿……………………………………………………………… 9 3．4．3绿色农产品的消费行为 ……………………………………………………………11 3．4．4绿色农产品消费意愿和行为的影响因素 …………………………………………12 4．结论与建议 ………………………………………………………………………………13 4．1结论 …………………………………………………………………………………… 13 4．2对策建议…………………………………………………………………………………13 参考文献 ……………………………………………………