Research on the influencing factors of consumption willingness of green agricultural products based on S-O-R Theory

doi:10.14088/j.cnki.issn0439-8114.2020.03.039

Abstract

Abstract: Based on the S-O-R theory and perceived value theory, a model of the consumer's willingness to consume green agricultural products is constructed, and the influence of internal factors （health awareness, face concept） and external factors （subjective norms） on consumers' willingness to consume green agricultural products is discussed. The results show that consumers' health awareness, face view, and subjective norms have a significant positive impact on their willingness to consume green agricultural products.

Key words: green agricultural products, consumer willingness, face view, S-O-R theory

CLC Number:

F323.7

XU Han-min, HE Yu-cheng, YANG Yu-rong. Research on the influencing factors of consumption willingness of green agricultural products based on S-O-R Theory[J]. HUBEI AGRICULTURAL SCIENCES, 2020, 59(3): 180-184.

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