本文關(guān)鍵詞： 健康信念模型 綠色農(nóng)產(chǎn)品 消費行為 中介效應(yīng) 結(jié)構(gòu)方程模型　出處：《福建論壇(人文社會科學(xué)版)》2017年02期 　論文類型：期刊論文

【摘要】：利用實地調(diào)查數(shù)據(jù),運用中介效應(yīng)檢驗和結(jié)構(gòu)方程模型探究健康信念對城市居民綠色農(nóng)產(chǎn)品消費行為的影響。實證結(jié)果表明:首先,城市居民綠色農(nóng)產(chǎn)品消費行為受其健康信念影響。即認(rèn)為食品安全問題易給自己及家人帶來嚴(yán)重的健康問題的消費者更容易消費綠色農(nóng)產(chǎn)品,認(rèn)為帶來健康問題越嚴(yán)重越會消費綠色農(nóng)產(chǎn)品,越認(rèn)可食用綠色農(nóng)產(chǎn)品能給自己及家人健康帶來好處者,越會消費綠色農(nóng)產(chǎn)品;其次,城市居民消費綠色農(nóng)產(chǎn)品時的感知障礙越強烈其實際消費可能性越小。另外,個體的自我效能感、主觀規(guī)范對其綠色農(nóng)產(chǎn)品消費行為產(chǎn)生顯著正向影響。最后在此基礎(chǔ)上,提出相應(yīng)政策及企業(yè)營銷管理啟示。
[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.
【作者單位】： 福建農(nóng)林大學(xué)經(jīng)濟學(xué)院;
【分類號】：F304.3

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