城镇居民无公害农产品消费行为分析——基于广东佛山的调查

基于广东佛山城镇居民的调查，运用二元 logistic 模型对居民购买无公害农产品的意愿及行为进行分析，结果表明：受教育程度、工作类型、收入、溢价接收度和标识认知度是影响城镇居民购买意愿的主要因素，而性别、住所、年龄、受教育程度、工作类型、溢价接收度和质量关注度则对消费者的实际购买行为产生了显著影响，对居民购买意愿有显著影响的因素不一定对购买经验产生作用。当前，改善流通方式、设定合理的溢价水平、扩大无公害农产品供应地点、建立多元化的销售模式、强化居民对无公害农产品的认知度及增强消费者的信心是推动无公害农产品市场健康发展的可行路径。

Research on Consumer Behavior of Urban Residents to Pollution-Free Agricultural Products--Based on the Survey of Foshan in Guangdong

Based on the survey to consumers in Foshan urban area, this paper analyzes the factors influencing on the consumption willingness and actual purchasing experience on pollution-free agricultural products using the binary logistic regression model. The results show that education, job, the average monthly income, premium level and logo awareness have significant effects on the purchasing willingness on pollution -free agricultural products. However, gender, residence, age, education, job, premium level and attention on quality have significant effects on the purchasing experience. The factors influencing purchasing willingness do not certainly affect purchasing experience. Improving circulation pattern, setting proper premium level, adding more supply station, constructing diversified sales promotion and strengthening cognition degree for residents and enhancing consumer confidence may stimulate consumers＆#39; desire for pollution-free agricultural products.