Deviation Analysis on Consumers'Willingness and Behavior of Purchasing Meat Products with Low Antibiotic
Reducing the use of antibiotics in aquaculture is of great significance to ensure the safety of meat and to promote the high-quality development of animal husbandry.It is helpful to think about the possible problems in promoting the development of low antibiotic meat from the perspective of consumers to explore whether consumers'purchase intention to low antibiotic meat can really be converted into purchase behavior.Based on 650 consumer survey data and cognitive dissonance theory,this paper adopts multiple disordered Logistic regression model to empirically analyze the influence of perceived value and consumers'subjective knowledge on the bias between their purchase intention and behavior.The results show that safety perception,health perception and environment perception of perceived value have significant influence on consumers'willingness to buy low antibiotic meat.The stronger consumers'perceived ability,the more inclined they are to buy low antibiotic meat.In subjective knowledge,consumers who do not pay attention to low antibiotic tended to have inconsistency in purchasing intention and behavior,and consumers who have little understanding of low antibiotic meat tended to have cognitive dissonance.In addition,consumers with low trust in green food certification agencies tend to deviate from their consumption intentions and actual purchasing behaviors.
万方数据
维普
