Can Organic Certification and Branding Effectively Enhance the Consumer Willingness of Agricultural Products?——Based on Survey Data of Xiaomi Consumption in Shandong Province
Can Organic Certification and Branding Effectively Enhance the Consumer Willingness of Agricultural Products?——Based on Survey Data of Xiaomi Consumption in Shandong Province
Based on 467 micro survey data of consumers'willingness to consume organic millet in Shandong Province,the"orderly logistic regression model"was used to analyze the role of organic certification and branding in enhancing consumers'willingness to consume agricultural products.Research has found that both organic certification and branding have significant positive impacts on consumers'willingness and play important roles in building a trust mechanism in the organic agricultural product market;The average premium rate of organic certified and branded organic millet is 73.93%,indicating that consumers are willing to pay additional fees for information systems that ensure the quality and safety of agricultural products through organic certification and brand building.According to the conclusion,it puts forward 3 suggestions for organic agricultural production and green agriculture development.
万方数据