Study on the Influence of Consumers’ Purchase Intention of Selenium-Rich Agricultural Products

Abstract

As people’s awareness of the special functions of selenium continues to deepen, the development of selenium-rich food continues to develop, and selenium-rich places have been vigorously developing this resource-based industry. The development of selenium-rich agriculture is of great significance to improve people’s quality of life and promote agricultural, rural and regional economic development. This paper analyzes the factors affecting consumers’ willingness to purchase selenium-rich agricultural products in detail through questionnaire survey data of some consumers in Jiangxi, Ensh, Hubei and Ankang, Shaanxi, using three analytical methods of descriptive statistical analysis, factor analysis and logistic regression analysis with SPSS software. The research results show that consumers’ attitude toward selenium-rich agricultural products, price concerns, consumers’ family characteristics, health and environmental protection motives, gender and other factors have certain influence on consumers’ willingness to purchase selenium-rich agricultural products, among which the attitude factor and family characteristics have the greatest influence. Finally, the market prospect of selenium-rich agricultural products in China is analyzed and prospected, and the measures and suggestions for developing selenium-rich food are proposed in response to the problems of developing selenium-rich food in China.