Analysis of Chinese consumers' willingness and behavioral change to purchase Green agri-food product online

Internet coupled with agricultural development in full swing, green agri-food product e-commerce has become a hot topic in the development of e-commerce. However, due to the seasonality, territoriality, weak quality, difference, and dispersion of agri-food products, e-commerce of green agri-food pro...

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Bibliographic Details
Published in:PloS one 2022-04, Vol.17 (4), p.e0265887-e0265887
Main Authors: Ma, Longbo, Li, Ziyu, Zheng, Dan
Format: Article
Language:English
Subjects:
Agribusiness
Agricultural development
Agricultural production
Analysis
Attitudes
Behavior
Biology and Life Sciences
China
Cognition & reasoning
Cold storage
Commerce
Computer and Information Sciences
Consumer Behavior
Consumers
Decision making
Disposable income
Earth Sciences
Economics
Electronic commerce
Food
Food products
Internet
Logistic Models
Medicine and Health Sciences
Natural & organic foods
Online sales
Online shopping
People and Places
Perceptions
Psychological aspects
Purchasing
Regression models
Seasonal variations
Social Sciences
Territorial behavior
Willingness to pay
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Summary:Internet coupled with agricultural development in full swing, green agri-food product e-commerce has become a hot topic in the development of e-commerce. However, due to the seasonality, territoriality, weak quality, difference, and dispersion of agri-food products, e-commerce of green agri-food products are facing difficulties. Based on the gap between consumers' willingness and behavior to buy green agri-food products online, this paper quantitatively studied the factors that affect consumers' behavior deviation to buy green agri-food products online. The method of constructing the binary Logistic regression model was adopted, and analysis tools such as SPSS and Excel were used for analysis, to study the influence of various factors on consumers' purchase willingness and behavior. The research conclusion shows that: consumers' gender, age, understanding of online agri-food products, and monthly disposable income have a positive impact on the consistency of consumers' behavior and willingness, while the price of green agri-food products and online purchasing frequency have a negative impact on consumers' willingness and behavior of online purchasing. The results are discussed in the context of existing studies. Suggestions and research prospects are presented at the end of the article.
ISSN:1932-6203
1932-6203
DOI:10.1371/journal.pone.0265887