自媒体时代:健康信念与绿色农产品消费行为研究——基于中介效应及结构方程模型

发布时间：2018-02-25 19:25

本文关键词： 健康信念模型绿色农产品消费行为中介效应结构方程模型　出处：《福建论坛(人文社会科学版)》2017年02期 　论文类型：期刊论文

【摘要】：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。
[Abstract]:Using field survey data, using intermediary effect test and structural equation model to explore the effect of health belief on the consumption behavior of green agricultural products of urban residents. The empirical results show that: first of all, Urban residents' consumption behavior of green agricultural products is influenced by their health beliefs. That is, consumers who think that food safety problems can bring serious health problems to themselves and their families are more likely to consume green agricultural products. The more serious the health problems, the more they will consume green agricultural products. The more they accept that eating green agricultural products can bring health benefits to themselves and their families, the more they will consume green agricultural products. Secondly, In addition, individual self-efficacy and subjective norms have a significant positive impact on the consumption behavior of green agricultural products. Put forward the corresponding policy and enterprise marketing management enlightenment.
【作者单位】：福建农林大学经济学院;
【分类号】：F304.3

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