消费者对有机茶的认知及购买意愿分析——以福建市场为例

Analysis on Consumers’ Cognition and Purchase Intention of Organic Tea—Taking Fujian Market as an Example

摘要: 本文通过问卷调查，收集消费者对有机茶的了解与信任程度、对有机茶的购买意愿、购买途径、购买时注意的包装说明和产品特征、可接受价格等数据，进行消费者对有机茶的认知和购买意愿分析。通过差异性分析、LSD事后检验、普及率和多重响应分析发现性别对有机茶的认知、有机认证的信任程度和购买意愿没有显着差异；不同年龄的客户对有机茶的认知、对有机茶认证的信任程度、对有机茶的购买意愿具有显着差异。年龄30~40岁的客户对有机茶的生长环境、生态保育性、有机茶认证的了解程度与愿意购买的程度显着高于20岁以下年龄区段的客户。客户对有机茶的包装设计，注重便携性和密封性，并在意包装上有关生产环境、加工工艺和生产过程的说明文字。客户购买有机茶的途径主要是通过好友亲人介绍，其次是经由网络电商购买，再其次是通过品牌店购买有机茶。客户购买有机茶叶愿意额外支付的溢价，以每500克愿意额外100元以内的溢价占比最多。

Abstract: This paper takes a questionnaire survey to collect data on consumers’ understanding and trust in organic tea, their willingness to purchase organic tea, purchase channels, packaging instructions and product characteristics to pay attention to when purchasing, and acceptable prices, and then we analyze consumers’ cognition and willingness to purchase organic tea. Through the difference analysis, LSD multiple comparisons, response rate, and popularity rate, it was found that there was no significant difference in gender’s cognition of organic tea, trust in organic certification, and purchase intention; customers of different ages have significant differences in their perceptions of organic tea, their trust in organic tea certification, and their willingness to buy organic tea. Customers aged 30 to 40 years old have a significantly higher understanding and willingness to purchase the growth environment, ecological conservation, and organic tea certification of organic tea than customers under 20 years old. Customers pay attention to the portability and sealing of the packaging design of organic tea and pay attention to the description of the production environment, processing technology, and production process on the packaging. Customers purchase organic tea mainly through friends and relatives, online e-commerce, and brand stores. The premium per 500 g that customers are willing to pay for the purchase of organic tea is no more than 100 RMB.