Abstract
Based on the composite perspective of product, consumer cognition and consumer emotion, this paper establishes a research model of consumer purchase behavior of agricultural products traceability information. Through the questionnaire survey of urban consumers in a city, the correlation analysis and regression analysis are used to calculate the influence coefficient of various kinds of traceability information on consumer purchase behavior. This paper empirically analyzes consumers’ preference for traceability information of fresh agricultural products. The results show that: the group of online purchase of traceable fresh agricultural products is mainly young women aged 26 - 35; most of them have higher education level and stable income level. Traceability information, food safety, product display, shopping experience, safety value, information value and economic value of fresh agricultural products have significant positive effects on customers’ purchasing behavior. Finally, it is proposed that enterprises should improve the traceability information of fresh agricultural products according to the needs of customers, so as to avoid the high cost caused by the pursuit of too much traceability information.
Highlights
It is proposed that enterprises should improve the traceability information of fresh agricultural products according to the needs of customers, so as to avoid the high cost caused by the pursuit of too much traceability information
The traceability information of fresh agricultural products that consumers most want to know is whether the product is genetically modified or organic, accounting for 90.55%, followed by harvest/slaughter date, pesticide/veterinary drug use, environmental conditions in the production area, and product testing reports, respectively accounted for 65.64%, 64.01%, 63.52%, 50.81%; less attention is paid to variety characteristics, nutrient composition test reports, product certification reports, cooking methods and light/temperature/humidity conditions during growth, which account for 25.57% respectively, 24.76%, 22.31%, 16.61%, 15.96%
Food safety, product display, and shopping experience as independent variables, and customer’s perceived value as a dependent variable, using the linear stepping analysis method in SPSS23.0 to perform regression analysis, the results show that traceability information, food safety, and product display have entered in the final model, it shows that there may be a causal relationship between traceability information, food safety, product display, and customer perceived value
Summary
In order to ensure food safety, China has accelerated the construction of a food traceability system. In 2009, it introduced the first agricultural product quality traceability management method. Local government departments at all levels have successively issued more than 70 relevant regulations on agricultural product quality traceability. Since fresh agricultural products are a typical “experience commodity”, it is difficult to judge their freshness and safety characteristics from their appearance, so the traceability information of agricultural products plays an important role. This article will construct a research model for the impact of traceable information of fresh agricultural products on consumer purchasing behavior, and use correlation analysis and regression analysis to calculate the impact index of various traceable information on consumer purchasing behavior, and understand consumers’ influence on consumer purchasing behavior, understand consumers’ preference for traceability information, select useful information conducive to improving the traceability information system, provide targeted opinions for enterprises to improve the traceability information system, and avoid excessive
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