Research on the Purchase Intention and Influencing Factors of Brand ecological Agricultural Products

Abstract

Branding ecological agricultural products can not only meet consumers' demand for high-quality agricultural products, but also an effective way to promote agricultural and rural economic development and achieve sustainable utilization of resources. First, analyze the development and consumption status of brand ecological agricultural products. Secondly, through the analysis of the product cognition, product quality, brand building and consumer purchase intention of the brand ecological agricultural products. Then it is found that: consumer income level, education level, price of brand ecological agricultural products and consumer awareness are important influencing factors of consumers' purchase intention, and the growth environment, cultural background and packaging of agricultural products themselves also have different degrees of influence; Nearly half of consumers maintain a trusting attitude towards all links of the whole industrial chain of branded ecological agricultural products; consumers' purchase intention and decision-making behavior of branded ecological agricultural products are influenced by their family's healthy consumption purpose, purchase channels and information sources. Finally, it is suggested to strengthen the cultivation of brand ecological agricultural products; formulate personalized marketing strategies; carry out various publicity activities to improve consumer awareness; strengthen market supervision; strictly control product quality; reduce production costs to meet public needs.