福建省有机茶消费信任影响因素及购买意愿研究

The Study of Purchase Intention and Influencing Factors of Consumer Trust of Organic Tea in Fujian

摘要: 为了进一步践行国家乡村振兴及农业三产融合战略，本文通过三个角度探讨消费信任如何影响有机茶购买意愿。通过实证分析发现，性别直接影响有机茶购买意愿，安全意识、年龄、职业影响消费信任，进而在影响购买意愿，有机茶认证知识对消费信任、购买意愿没有显著影响。最后对促进有机茶叶发展提出以下建议：提高消费者有机茶叶产业链上安全体验；完善相关有机茶叶认证体系和法律法规；形成有机茶叶动态可追溯体系；完善政府有机茶叶政策支持体系。

Abstract: In order to further implement the national rural revitalization and agricultural three-product integration strategy, this paper explores how consumer trust affects the willingness to purchase organic tea through three perspectives. Through empirical analysis, it is found that gender directly affects the willingness to purchase organic tea while safety awareness, age and occupation affect consumer trust, and then affect the willingness to purchase organic tea. Organic tea certification knowledge has no significant impact on consumer trust and purchase intention. Finally, the following suggestions are proposed to promote the development of organic tea: improve the safety experience of consumers in the organic tea industry chain; improve the relevant organic tea certification systems and laws and regulations; form a dynamic traceability system for organic tea; and improve the government’s organic tea policy support system.