消费者有机食品购买意愿影响因素分析——基于北京市消费者的实证调查

ANALYSIS OF FACTORS INFLUENCING CONSUMERS' WILLINGNESS TO PURCHASE ORGANIC FOOD——AN EMPIRICAL SURVEY BASED ON BEIJING CONSUMERS

关键词:  有机食品  购买意愿  电子口碑  计划行为理论  PLS-SEM模型

Key words:  organic food  purchase intention  e-WOM  theory of planned behavior  PLS-SEM model

摘要:

目的 有机食品源自严格的有机农业生产体系，其生产过程更加强调环保和可持续性。研究消费者有机食品购买意愿影响因素，对推动农业绿色转型、提升消费者满意度具有重要意义，为有机食品市场的发展提供了有力参考依据。方法 文章基于计划行为理论和食品营销领域的先前文献，构建了影响消费者有机食品购买意愿的概念模型，提出理论假设，为验证概念模型和研究假设，采用在线问卷调查的方式对363名北京市有机食品消费者的信息进行收集，最后用偏最小二乘结构方程建模（PLS-SEM）方法对数据进行分析。结果 消费者对有机食品的购买意愿主要受到两大因素的直接影响：态度与环境关注。电子口碑（e-WOM）虽然在直接影响消费者购买意愿方面未显示出显著作用，但对态度、主观规范、感知行为控制、健康意识以及环境关注等构成消费者购买意愿的关键因素有显著影响。这意味着，电子口碑作为一个重要的信息传播渠道，在构建消费者对有机食品积极态度及提高环境关注方面扮演了关键角色，促进了购买意愿的形成。同时，不同社会群体之间具有鲜明的差异性，这说明在研究有机食品的购买意愿时不可忽视群体特征差异的影响作用。结论 为促进有机食品市场持续健康发展，根据结论与对策建议，文章提出应充分利用电子口碑的积极作用，强化公众对有机食品的正确态度引导，增强对其全方位的认知；同时聚焦环保关切，倡导绿色消费新风尚，引导全民树立环保意识和可持续消费理念。

Abstract:

Organic food originates from a strict organic agricultural production system, and its production process places greater emphasis on environmental protection and sustainability. Studying the influencing factors of consumers' willingness to purchase organic food is of great significance to promoting the green transformation of agriculture and improving consumer satisfaction, and provides a strong reference for the development of the organic food market. Based on the theory of planned behavior and previous literature in the field of food marketing, a conceptual model that affected consumers' willingness to purchase organic food was constructed, and theoretical hypotheses were put forward. In order to verify the conceptual model and research hypotheses, an online questionnaire survey was conducted among 363 people in Beijing. Information on organic food consumers in the city was collected, and finally the data were analyzed by using the partial least squares structural equation modeling (PLS-SEM) method. Consumers' willingness to purchase organic food is primarily influenced by two major factors: attitude and environmental concerns. Although electronic word-of-mouth (e-WOM) showed no significant effect in directly affecting consumers' purchase intention, it had a significant impact on key factors that constituted consumers' purchase intention, such as attitude, subjective norms, perceived behavioral control, health awareness, and environmental concern. This meant that electronic word-of-mouth, as an important information dissemination channel, played a key role in building consumers' positive attitudes towards organic food and raising environmental concerns, and promoted the formation of purchase intentions. Simultaneously, distinct differences exist among various social groups, indicating that the influence of group characteristics cannot be overlooked when studying consumers' willingness to purchase organic food. In order to promote the sustainable and healthy development of the organic food market, based on the conclusions and suggestions, this research proposes that the positive role of electronic word-of-mouth should be fully utilized to strengthen the public's correct attitude towards organic food, enhance their all-round understanding, and focus on concerned about environmental protection, advocate a new trend of green consumption, and guide the whole people to establish environmental awareness and sustainable consumption concept.