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利用实地调查数据,运用中介效应检验和结构方程模型探究健康信念对城市居民绿色农产品消费行为的影响。实证结果表明:首先,城市居民绿色农产品消费行为受其健康信念影响。即认为食品安全问题易给自己及家人带来严重的健康问题的消费者更容易消费绿色农产品,认为带来健康问题越严重越会消费绿色农产品,越认可食用绿色农产品能给自己及家人健康带来好处者,越会消费绿色农产品;其次,城市居民消费绿色农产品时的感知障碍越强烈其实际消费可能性越小。另外,个体的自我效能感、主观规范对其绿色农产品消费行为产生显著正向影响。最后在此基础上,提出相应政策及企业营销管理启示。
Using the field survey data, the paper uses the intermediary effect test and structural equation model to explore the influence of health belief on the urban residents’ consumption behavior of green agricultural products. The empirical results show that: First of all, the urban residents’ consumption of green agricultural products is influenced by their health beliefs. That is, the problem of food safety is easy for consumers who cause serious health problems to themselves and their families Consume green products more easily, that the more serious the health problems will be Consumption of green agricultural products, the more recognized green products for their health and family health belt To benefit people, the more consumption of green agricultural products; Second, the greater the perceived barriers to consumption of green agricultural products by urban residents, the less likely they are actually consumed. In addition, individual self-efficacy and subjective norms have a significant positive impact on their green agricultural products consumption behavior. Finally, on this basis, the corresponding policies and corporate marketing management inspiration.