中国国土资源经济2025，Vol.38Issue(11)：60-69,10.DOI:10.19676/j.cnki.1672-6995.001286
城市居民对生态农产品的认知及购买意愿研究
Research on Urban Residents' Cognition and Purchase Intention of Ecological Agricultural Products
摘要
Abstract
Taking Beijing as the study area,this research aims to explore urban residents'cognitive structure of ecological agricultural products and the factors influencing their purchase intention.Using a binary logistic regression model,the study quantitatively analyzed 863 valid questionnaires.With purchase intention(willing vs.unwilling)as the dependent variable,it systematically examined the impact of four categories of independent variables:product characteristics,residents'cognition,market environment,and personal characteristics.The key findings are as follows:Regarding cognitive characteristics,64%of respondents only"know something"about the definition of ecological agricultural products;83%obtain information via the internet/social media;70%perceive the products as"relatively safe";and vegetables(91%)and fruits(81%)are the most preferred categories.Among the key influencing factors,willingness to pay a price premium(β=1.242,p<0.001)emerged as the core driver,while packaging perception(β=0.555,p<0.05)and safety evaluation(β=0.591,p<0.05)jointly exerted a significant positive effect.Furthermore,the study identified middle-to-high-income(8,001-12,000 RMB,27.46%)and young-to-middle-aged(26-45 years old,64.77%)consumer groups as the core demographic.Based on the results,the paper proposes three policy implications:①establishing a value transmission system centered on willingness-to-pay through targeted subsidies and tax reductions;②formulating unified safety standards and strengthening blockchain-based traceability supervision to consolidate the foundation of trust;③optimizing the layout of community channels to build a synergistic"cognition-trust-convenience"driving network.关键词
城市居民/生态农产品/认知结构/购买意愿/北京市Key words
urban residents/ecological agricultural products/cognitive structure/purchase intention/Beijing分类
经济学引用本文复制引用
王紫涵..城市居民对生态农产品的认知及购买意愿研究[J].中国国土资源经济,2025,38(11):60-69,10.基金项目
北京市社会科学基金重点项目"高质量推动北京生态涵养区保护和绿色发展研究"(23GLA004) （23GLA004）
