Abstract
In recent years, rural tourism increase fast and has a significant impact on the rural economy. At the same time, rural tourism drives the consumption of agricultural products, especially the green food. In this study, we make comprehensively analysis on green food consumer behavior based on brand relationship, the result shows that: gender, age, income, security concerns, logo, cognition, willingness are significant influences on green food consumption and occupation, education, environmental concerns are not significant effect on green food consumption. Indeed, brand factor influence on green food consumer decision-making significantly. Through the analysis above consumer behavior in rural tourism, farmers and companies can better understanding the influence factors in green food consumption and provide better service experience in rural tourism.
Highlights
In recent years, rural tourism increase fast and has a significant impact on the rural economy
Gives this research variable meaning and assignment; and effect factors on green food consumer behavior by using descriptive analysis of Crosstabs process, Crosstabs process is through the cross summary two variables, calculate the corresponding relations between them
Environmental concerns may explain the effect on the green food consumption is not obvious: people's behavior in the maximization of their own interests and environmental concerns are more altruistic risks, consider altruism usually brings a personal action cost and even economic cost and most consumers are unwilling, for the benefit of society to abandon too much personal interests
Summary
Rural tourism increase fast and has a significant impact on the rural economy. In the village tourism development process, agricultural product development and marketing has become important issues (Anne, 1996; Baoren, 2011). Agricultural products marketing as a platform, it can help reducing the cost of agricultural products and increase the added value, drive rural related industry development and further adjusting rural industry structure. The green food industry in our country has been developing. As China is a resource constrained countries and the relative shortage of resources and fragile environment has been polluted and destroyed (Emese and Carlos, 2011), so the development of green food industry is a good choice (Mkono and Kevin, 2013). At present our country has considerable scale and the amount of green food production enterprises, and the new certification of green food enterprises; the annual number of products using mark number, environmental monitoring area and green food production base of green food product physical volume were increased year after year
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