Author: HUO XIUZHEN

Issue: 2023-2024

Abstract:

Organic vegetables are becoming more and more popular among the public because of their unique safety and health characteristics. However, despite the huge potential demand market for organic vegetables in China, the proportion of Chinese consumers consuming organic vegetables is low. Based on the relevant literature and interviews, this study compiles a questionnaire on the buying intention and behavior of organic vegetables in Zhengzhou city based on the theory of planned behavior, combined with the economic development and consumer characteristics of Zhengzhou city, and detects the current situation of cognitive information, emotional beliefs, behavioral attitudes, subjective norms, and perceived behavioral control of organic vegetables in Zhengzhou city by understanding and analyzing consumers’ cognitive information, emotional beliefs, behavioral attitudes, subjective norms, and perceived behavioral control of organic vegetables in Zhengzhou city. This study investigates the main factors influencing consumers’ willingness to purchase organic vegetables and their purchasing behaviors, empirically analyzes the degree of influence of each factor, and explores the formation mechanism of consumers’ willingness to purchase organic vegetables and their purchasing behaviors. In order to provide countermeasure suggestions for enhancing consumers’ willingness to purchase organic vegetables, increase the proportion of organic vegetable consumption in Zhengzhou, and thus promoting the healthy development of organic vegetable industry in Zhengzhou.

Keywords: organic vegetables, buying intention, buying behavior, theory of planned behavior, structural equation model