Abstract

In recent years, rural tourism increase fast and has a significant impact on the rural economy. At the same time, rural tourism drives the consumption of agricultural products, especially the green food. In this study, we make comprehensively analysis on green food consumer behavior based on brand relationship, the result shows that: gender, age, income, security concerns, logo, cognition, willingness are significant influences on green food consumption and occupation, education, environmental concerns are not significant effect on green food consumption. Indeed, brand factor influence on green food consumer decision-making significantly. Through the analysis above consumer behavior in rural tourism, farmers and companies can better understanding the influence factors in green food consumption and provide better service experience in rural tourism.

Keywords:

Consumer decision making, customer value, green food, rural tourism,

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Competing interests

The authors have no competing interests.

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The authors have no competing interests.