基于S-O-R理论的绿色农产品消费意愿影响因素研究

doi:10.14088/j.cnki.issn0439-8114.2020.03.039

湖北农业科学 ›› 2020, Vol. 59 ›› Issue (3): 180-184.doi: 10.14088/j.cnki.issn0439-8114.2020.03.039

基于S-O-R理论的绿色农产品消费意愿影响因素研究

徐韩敏, 何玉成, 杨钰蓉

华中农业大学经济管理学院,武汉 430070

收稿日期:2019-05-09 发布日期:2020-05-11
通讯作者: 何玉成（1974-）,男,湖北潜江人,教授,博士生导师,博士,主要从事产业组织与战略管理、农林经济管理研究,（电子信箱）hych@mail.hzau.edu.cn。
作者简介:徐韩敏（1994-）,女,湖北咸宁人,在读硕士研究生,研究方向为产业组织与战略管理、农林经济管理,（电话）13296517513（电子信箱） xuhanmin@webmail.hzau.edu.cn。
基金资助:
中央高校基本科研业务费专项资助项目（2662016PY072）; 华中农业大学人文社科优秀人才培养计划基金项目

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

XU Han-min, HE Yu-cheng, YANG Yu-rong

College of Economics & Management,Huazhong Agricultural University,Wuhan 430070,China

Received:2019-05-09 Published:2020-05-11

摘要/Abstract

摘要： 基于S-O-R理论,构建消费者绿色农产品消费意愿影响机制模型,探讨内部因素（健康意识、面子观）与外部因素（主观规范）对消费者绿色农产品消费意愿的影响。结果表明,消费者的健康意识、面子观、主观规范对其绿色农产品消费意愿具有显著正向影响。

关键词: 绿色农产品, 消费意愿, 面子观, S-O-R理论

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

中图分类号:

F323.7

徐韩敏, 何玉成, 杨钰蓉. 基于S-O-R理论的绿色农产品消费意愿影响因素研究[J]. 湖北农业科学, 2020, 59(3): 180-184.

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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基于S-O-R理论的绿色农产品消费意愿影响因素研究

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

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