Study on the Effect of Individual Characteristics and Cognitive Degree on Green Food Consumption Behavior.

The study of consumption behavior on green food plays an important role in promoting agricultural environmental protection and eco‐agricultural production. Based on the practical investigation, this paper makes an empirical study on the consumption behavior of green food by using binary logistic regression model. It is found that consumer's education level has a significant positive effect on green food consumption. Consumer income level does not pass the test on consumption behavior, but the change direction is opposite. Consumer age and premium of green food are negatively correlated with consumption motivation and behavior, while green food reliability and satisfaction are positively correlated with consumption motivation and behavior. Consumer gender, marital status, and information channels have no significant impact on consumption motivation and behavior. According to the research results, the production and marketing of green food should pay attention to the product quality and the actual feedback from consumers, and should increase the market propaganda to improve the attention and recognition ability on green food, and should take effective measures to develop the older consumer's market. [ABSTRACT FROM AUTHOR]