Research on the Factors Affecting Consumer Purchase Behavior of Green Agricultural Products

The Green agricultural product is not only conducive to the safety of people's lives, but also to achieve sustainable development of China's agriculture. It is necessary and urgent to study factors influencing consumer purchase behavior on green agricultural products. This paper invited 110 respondents from Wuhan, China to participate in this experiment to investigate their knowledge and perceptions about green agricultural products, and whether marketing elements will affect their purchase behavior. Then collected data is carried on cross analysis and regression analysis by using SPSS 19.0 software. The experimental results show that: gender, age, region, income and occupation have significant differences in purchase behavior. Consumers' green awareness, convenience of channel and product brand awareness positively affect the consumer's purchasing behavior while price has negative one. Finally we point out that the agricultural products the enterprise can use the price, channel and brand marketing strategies to stimulate consumers' green consumption.