基于消费者认知失调的安全认证农产品选择行为研究

消费者对安全认证农产品的自述偏好与现实选择的不一致性表现为消费者的认知失调现象,认知失调程度越高的个体采取措施缓解认知失调情绪的动力就越强烈,因此深入探究消费者认知失调后对安全认证农产品的行为选择构成了本文的研究起点.本文基于江苏省和安徽省840份实地调研数据,结合认知失调理论和理性行为理论,运用二元Lo-gistic...

Research on the Choice Behavior of Safety Certification Agricultural Products Based on Consumer Cognitive Dissonance

The inconsistency between consumer’s self-reported preference and real choice of safety-certified agricultural products is also manifested as the consumer’s cognitive dissonance.The research starting point of this paper is to explore the behavior choice of safety-certified agricultural products after consumer’s cognitive dissonance.Based on 840 field survey data of Jiangsu province and Anhui province,combined with the theory of cognitive dissonance and the theory of rational behavior,this paper uses the binary logistic regression model to study the behavior choice of consumers after cognitive dissonance.The results show that:the education level,consumers’perception of the environmental utility of safety certification agricultural products,the trust of certification institutions,cost perception,purchase conditions,and the difficulty of identification will significantly affect consumers’behavior choice after cognitive dissonance.