Third-level title paper outline
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1 Introduction
1.1 Basis for selecting the topic
1.2 Definition of the concept of environmentally friendly agricultural products
1.3 Research purpose and content
1.4 Research ideas and Thesis structure
1.4.1 Research ideas
1.4.2 Thesis structure
1.5 Research methods
1.6 Possible innovations and shortcomings< /p>
2 Literature review
2.1 Policies and measures to support pro-environmental agricultural production in developing countries
2.2 Research on consumption behavior of pro-environmental agricultural products
< p> 2.2.1 Research on consumers’ cognition of pro-environmental agricultural products2.2.2 Research on consumers’ motivations for purchasing pro-environmental agricultural products
2.2.3 Research on consumers’ purchasing behavior of pro-environmental agricultural products
2.2.4 Research on factors influencing consumers’ purchase behavior of pro-environmental agricultural products
2.2.5 Research on consumers’ willingness to pay for pro-environmental agricultural products
2.2.6 Choice experiment Method and its application in the study of willingness to pay for food attributes
2.3 Literature review
3 Theoretical analysis framework and research hypotheses
3.1 Factors influencing consumer purchasing behavior Theoretical framework of Factors
3.2.4 Ability
3.2.5 Chance factors
4 Data presentation and statistical analysis
4.1 Data sources< /p>
4.2 Selection experimental design
4.2.1 Determination of rice attributes and attribute levels in the selection experiment
4.2.2 Determination of experimental selection set
< p> 4.3 Sample characteristics4.4 Statistics on rice purchasing and consumption habits
4.5 Consumers’ cognitive ability of green and organic rice’s pro-environmental attributes
4.5.1 Consumers’ subjective perception of the environmental attributes of the two types of products
4.5.2 Consumers’ objective perception of the environmental attributes of the two types of products
4.5.3 Consumers’ perception of green and organic products’ pro-environmental comprehensive cognitive abilities
4.6 Cross-analysis of consumers’ objective cognitive abilities and individual characteristics about the pro-environmental nature of green and organic rice? 39
5 Impact on consumption An Empirical Analysis of Saizheshu’s Behavior of Purchasing Environmentally Friendly Agricultural Products
5.1 Model Construction
5.1.1 Empirical Model Construction
5.1.2 Variable Description
5.1.3 Model estimation results
5.2 Analysis of model results
5.2.1 The impact of individual and family characteristics on consumers’ purchase behavior of pro-environmental agricultural products
5.2.2 The impact of consumers’ pro-environmental and quality and safety motivation factors on purchasing behavior
5.2.3 The impact of consumers’ cognitive ability of pro-environmental attributes on their purchasing behavior
5.2.4 The impact of consumers’ perceived convenience in purchasing pro-environmental agricultural products on their purchasing behavior
6 Analysis of consumers’ willingness to pay for pro-environmental agricultural products
6.1 Model
Construction
6.2 Model estimation results and analysis
6.2.1 Estimation of consumers’ preference for rice attributes
6.2.2 Analysis of consumers’ willingness to pay for rice attributes
7 Conclusions and Enlightenments
7.1 Main Conclusions
7.2 Main Enlightenments
Conclusions of this article
This article is based on urban consumption in Hangzhou The subjects were selected as the research subjects. Through questionnaire surveys, consumers’ awareness of pro-environmental agricultural products and their purchasing behavior of agricultural products with environmental attributes were obtained. On the basis of statistical analysis, an empirical model of influencing consumer behavior and influencing factors in purchasing pro-environmental rice was constructed. , and use the method of choice experiments to calculate consumers' willingness to pay for the pro-environmental attributes and other attributes of rice, thereby understanding consumers' awareness of pro-environmental agricultural products and market support for the promotion of pro-environmental agricultural products with environmental protection. degree. ;