Abstract

This study uses empirical research methods, based on detailed analysis of the food transaction big data. It use descriptive statistical method to analyze the current situation of cognitive and behavioral characteristics of the green food and it conducted data mining of factors affecting consumer buying green food. Multiple linear regression analysis have shown that the price factor is an important factor affecting consumer buying green food, next are food quality and health awareness and product awareness is one of the small degree of influence. However, the convenience of purchase has no significant effect on buying green food. At last, this study aiming factors that affect consumer purchasing choice, proposed some suggestions to expand the eco-labeling of food consumption.

Keywords:

Consumer behavior, factors, green food, green purchase, property of value,

References

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Competing interests

The authors have no competing interests.

Open Access Policy

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Copyright

The authors have no competing interests.