Abstract
<p class="MsoNormal" style="margin-top: 12pt; text-align: justify;"><span lang="EN-US" style="font-family: arial, helvetica, sans-serif;">This study aims to investigate the factors influencing consumers&rsquo; cognitive attitude towards the brands of products during their consumption willingness, behaviors and choices. Taking pork brands as an example, this study conducts a questionnaire by using a random sampling method in 165 farmers&rsquo; meat markets and 54 supermarkets in Tianhe District, Yuexiu District, Liwan District, the representative districts in Guangzhou city in China, and obtains 1,050 valid observations of the pork consumers. The empirical results via a logit regression show that the factors significantly enhance consumers&rsquo; brand cognitive attitude include younger age; lower perception of product safety; less cognition of green food, frailer awareness of fresh, cold, and frozen meats, as well as weaker ability to identify a specific product. Also, stronger consumers&rsquo; brand attitude results from larger amount of money spent in a single purchase, stronger cognition of nuisance-free food, and higher identification of different types of pork meats.</span></p>
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