广州市绿色农产品的消费者行为研究
刘瑞芝(指导老师:张海英)
(仲恺农业与工程学院 经济与管理学院 工商管理043班,广东 广州 510225)
摘要:论述了广州市绿色农产品的发展概况,然后通过问卷调查、实地访问等研究方法,结合经济学、统计学、消费者行为学等方面的理论,分析了广州市绿色农产品的消费者行为,包括:对绿色农产品的认知程度,认知程度的性别、教育背景以及收入差异,最关注的绿色农产品的品质,购买的主要渠道等.并在此基础上提出了广州市绿色农产品的营销策略.
关键词:消费者行为;绿色农产品;绿色消费;绿色农产品营销
中图分类号:F320.1 文献标识码:A
Study on Green Agricultural Products’
Consumer Behavior in Guangzhou
Liu Ruizhi
(College of Economics and Management,Zhongkai University of Agriculture and Engineering,Guangzhou 510225,China)
Abstract: After discussed the development of the green agricultural products in Guangzhou, using some research methods such as questionnaire, field interview, combining with some theories such as economics, statistic, consumer behavior, this paper analyzed the green agricultural products’ consumer behavior, including the perception of the green agricultural products, the difference of the sex, the education level and the income towards the perception, the characters that the consumers attend, the main buying channel, etc.. Based on these researches, some appropriate marketing strategy ware proposed.
Key words:consumer behavior;green agricultural products;green consumption;marketing of green agricultural product