消费者感知视角下绿色农产品购买意愿的形成机理——基于理性行为理论拓展模型

Formation mechanism of the purchase intention of green agricultural products from the perspective of consumers’ perception：Based on the expanded model of reasoned action theory

关键词:  绿色农产品  感知价值  感知风险  主观规范  态度  经济收入  购买意愿

Key words:  green agricultural product  perceived value  perceived risk  subjective norm  attitude economic income  purchase intention

摘要:

为探究消费者感知对绿色农产品购买意愿的影响，以新型绿色农业发展模式的代表CSA为例，通过对国内8个具有代表性的CSA农场的820个消费者进行问卷调查，并构建理性行为理论拓展模型来研究消费者感知视角下绿色农产品购买意愿的形成机理。研究发现：消费者绿色农产品感知价值和食品安全感知风险对绿色农产品购买意愿均具有正向显著影响；主观规范和态度在消费者感知和绿色农产品购买意愿之间分别起中介作用，并形成链式中介作用；经济收入正向调节消费者食品安全感知风险对态度的影响。因此，要想增强消费者感知价值，提升消费者绿色农产品购买意愿，不仅要构建消费者社群，促使其对消费者行为产生引导和规范，进而提升消费者对绿色农产品的认知和信任，而且还要促进多元主体协同发展，推进绿色农产品可持续发展，进而提高绿色农产品供给能力和降低绿色农产品价格。

Abstract:

In order to explore the impact of consumer’ perception on the purchase intention of green agricultural products. This study took CSA farm as an example， which was the representative of new green agricultural development models. Based on 820 questionnaires of consumers from 8 representative CSA farms in China， the formation mechanism of purchase intention of green agricultural products from the perspective of consumers’ perception was investigated by constructing the extended model of reasoned action theory. The results showed that： The consumer’ perceived value of green agricultural products and the risk of food safety had the positive significant impact on the purchase intention of green agricultural products； The subjective norm and attitude played the mediation between consumers’ perception and purchase intention of green agricultural products， and formed the chain mediation； The economic income positively regulated the impact of consumers’ perception of the risk of food safety on their attitude. Therefore， in order to enhance the consumers’ perceived value and promote the consumers’ purchase intention of green agricultural products， it not only needed to construct the consumers communities， guide and regulate the consumers’ behavior， and then enhance the consumers’ cognition and trust for the green agricultural products， but also needed to promote the coordination development of multiple entities and the sustainable development of green agricultural products， and then improve the supply capacity of green agricultural products and reduce the price of green agricultural products.